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Saga

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FY2015 Annual Report · Saga
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Our future  
together

Saga plc
Annual report  
and accounts  
for the year ending  
31 January 2015

Welcome to Saga plc’s first  
annual report and accounts 

Saga is the leading provider of products and services 
tailored for UK customers aged 50 and over. We have 
become the business we are today by communicating 
closely with our customers, understanding their 
needs and putting them at the heart of everything 
we do. 

This report gives us the opportunity to demonstrate this 
approach in our communication with our shareholders. 
The following pages provide a detailed description 
of where the business stands today and our strategy 
for continuing to deliver growth and sustainable value 
for our shareholders in the long term.

Financial highlights, continuing operations1

Group Trading EBITDA 

£227.4m

from continuing operations 
up 6.0% 

Like-for-like profit  
before tax

£195.5m

up 9.6%

Available operating  
cash flow 

£170.9m

72.3% of total Trading 
EBITDA from continuing and 
discontinuing operations

Debt ratio 
Net debt to EBITDA 

2.5x 

beating debt reduction target

Pro forma operating 
earnings per share 
(basic) 

12.6p

up 13.5%

Reported profit  
before tax
from continuing operations

Proposed final  
dividend 
per share

£113.8m 

after IPO expenses and one-off 
cost of new debt facilities

4.1p

top of the range detailed  
at the IPO

Top end of target
dividend range 
increased to

60% 

of net income

1  On 15 January 2015, the Group announced its intention to divest the local authority section of its healthcare business, Allied Healthcare. Accordingly, 
this has been treated as a discontinued operation and is not included in the like-for-like analysis. After the associated non-cash write-down, and the 
result of the discontinued operation, totalling £220.2m, the Group reported a loss after tax of £133.8m for the year.

Operational highlights

Successful IPO 
with over

200,000 

retail investors becoming 
shareholders over 80%  
of whom are customers

Contactable people 
10.8m

on the database 
up from 10.4m

Active customers 
2.63m

An average number 
of products held 
2.63 

Creation of 
Saga Investment 
Services

50/50 wealth management joint 
venture with Tilney Bestinvest

Acquisition of
Destinology

 
Strategic Report
Overview
02  The Saga difference...
04  Our business at a glance
06  Executive Chairman’s Statement
08  Group Chief Executive Officer’s Strategic Review

Strategy
11  Our target market overview
13  Our business model
14  Our strategy
15  Our strategic priorities
18  Our key performance indicators
20  Our resources and relationships
24  Our principal risks and uncertainties

Performance
30  Divisional Review
38  Group Chief Financial Officer’s Review

Governance
Corporate Governance Statement
54  Executive Chairman’s Statement
56  Compliance Statement
58  Leadership
60  Board of Directors
62  Effectiveness
63  Nomination Committee Report
64  Accountability
67  Audit Committee Report
70  Risk Committee Report
72  Relations with shareholders

Directors’ Remuneration Report
73  Annual statement
75  At a glance
80  Directors’ Remuneration Policy
90  Annual Report on Remuneration

96  Directors’ Report
99  Directors’ statements

100 Independent auditor’s report

Financial statements 
106  Consolidated income statement
107  Consolidated statement of comprehensive 

income

108  Consolidated statement of financial position
109  Consolidated statement of changes in equity
110  Consolidated statement of cash flows
111  Notes to the consolidated financial statements
169  Company financial statements
170  Notes to the Company financial statements

Additional information
174  Shareholder information
175  Glossary

01

How we’ll get  
where we’re going

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewThe Saga 
difference...

We understand our customers because we 
listen to them. This allows us to develop the 
products and services they want. We either 
produce these products and services ourselves 
or find the best partners to produce them 
on our behalf. We maintain responsibility for 
ensuring they are delivered with the very 
high standards of customer service our 
customers expect. 

02
02
02

Saga plcAnnual report and accounts  for the year ending 31 January 2015Customer service  
and satisfaction 
at the heart of the 
business

Our customers expect the 
best. We know what they 
consider is excellent service 
and we aim to deliver it in 
every case – whether that’s an 
insurance claim, a holiday or 
care in their home.

Our key strengths 

Tailored products  
and services 
developed through 
customer insight  
and delivered by 
a trusted brand

By gaining insight into our 
customers, we are better 
able to understand them and 
so identify products to meet 
their needs – from a new home 
insurance product to a South 
American cruise.

We then design and develop 
tailored products and services, 
either delivering them ourselves 
or through third party suppliers.

Case studies

Call centres

Legal services

For the staff in Saga’s UK call 
centres, nothing is too much 
trouble. 

The customer is at the heart 
of Saga’s approach. There is 
no automated call answering 
system so calls are answered 
by a real person. Call centre 
staff are judged on the quality 
of outcomes for customers rather 
than the speed of call handling.

Saga’s insurance call centres 
handled over 4.6 million calls in 
the past year, achieving customer 
satisfaction ratings of over 90% 
and reducing complaints by 
a fifth on the prior year. 

This is a great example of 
innovation at work within Saga. 
We identified that the market 
for legal services was both 
fragmented and fitted well 
with our business model. We 
developed a bespoke service, 
tailored to the over 50s’ needs. 
We have identified the best 
providers in the market and 
we have received over 10,700 
instructions to date.

For more information 
go to page 33

03

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Our business at a glance

Saga has become one of the UK’s most trusted 
businesses by providing customers with excellent 
products and leading customer service for more than 
60 years. We have successfully used our reputation 
and the brand’s strength to broaden our product 
offering and expand into new areas where we know 
the Saga approach to quality and service will succeed. 
From a hotel in Folkestone we have evolved into the 
leading provider of high-quality insurance, financial 
services, travel, healthcare and media products. We 
are the only commercial organisation of scale in the 
UK that focuses on the fast-growing over 50s market. 

EBITDA by operating segment (continuing operations)

 1. Financial services – £210.6m
 2. Travel – £26.0m
 3. Healthcare – £2.2m

3

1

2

Note: excluding Media and Central Costs

The Saga model

Customers

Insights

Product
design

Third party
suppliers

In-house
– Motor underwriting
– Shipping

Our strategic priorities

1

2

3

4

Expanding our 
Insurance footprint

Grow Travel

Expand Personal 
Finance

Make more of  
our database and 
digital marketing

5

Grow  
innovation

For more information on KPIs go to pages 18-19 

For more information on principal risks  
and uncertainties go to pages 24-29 

04

Saga plcAnnual report and accounts  for the year ending 31 January 2015Financial Services 

Travel 

Our Financial Services division is the largest part 
of the Saga Group and, with a focus on customer 
needs and service, has become a leading provider  
of Insurance and Personal Finance solutions.

Our high-quality, award-winning Travel business is 
at the core of Saga and it is from these origins that 
the business has evolved.

Operations: 
 – Insurance
 – Underwriting
 – Personal Finance

Operations: 
 – Saga Cruises
 – Saga Holidays
 – Titan
 – Destinology

For more information go to page 31  

For more information go to page 33  

Media 

Healthcare Services

Generated at: Thu Sep 11 15:03:52 2014

Generated at: Fri Aug  1 17:57:28 2014

Saga Media produces the Saga Magazine, the 
UK’s best-selling paid-for monthly magazine 
(and manages Saga’s print and mailing house).

Saga is committed to the market for private home 
healthcare in the UK.

Operations: 
 – Saga Publishing
 – MetroMail

Operations: 
 – Patricia White’s 
 – Country Cousins 
 – Saga SOS

For more information go to page 35

For more information go to page 35

05

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewExecutive Chairman’s Statement

Delighted to beat market 
expectations in our first year 
as a listed company.

Dear Shareholders,
This is a strong first set of full year results for Saga as a listed 
company. We have achieved much while setting out our 
long-term strategy for the business. Importantly we have  
also delivered growth and performed ahead of market 
expectations for this year. 

businesses and we are already seeing the benefits of that 
experience. At the start of 2015, Lance outlined the Group’s 
strategy. The Board believes that this strategy provides a clear 
plan for growth through clarity about what Saga is and where 
it plays best, focusing on our core businesses and a 
commitment to innovation. 

I would like to take this opportunity to thank our customers, 
who are at the heart of everything we do at Saga. We record 
exceptional customer satisfaction scores because we listen to 
our customers, take time to understand their unique needs 
and deliver products and high standards of service that meet 
their expectations. 

Saga standards of customer service are delivered on a day to 
day basis by our employees and I would like to thank them for 
all of their hard work. From the excellent people in our UK call 
centres to the popular teams on our cruise ships, it is our 
employees that work tirelessly to maintain and protect our 
trusted brand and deliver the Saga experience to our customers. 

Many customers have been with Saga for a long time and 
have multiple products from us. We do not underestimate our 
responsibility to ensure that every experience they have with 
Saga is exceptional. As we look to expand into new areas,  
we will continue to be led by customer insights.

I would also like to welcome those who have become 
shareholders in the Group during the year. Over 200,000 retail 
shareholders elected to become owners of the business 
during the IPO. I am pleased that the feedback I have been 
receiving from you is that you share my view of the significant 
long-term opportunity that Saga represents. We have also 
been delighted to welcome new institutional shareholders  
to Saga both through the IPO and through the subsequent 
placing, resulting in a high-quality and balanced shareholder 
base with which to take the business forward.

I would like to extend my personal thanks to Lance Batchelor, 
who took over as Group Chief Executive Officer in the early 
part of this financial year. Lance came to Saga with an 
exceptional track record in growing customer-centric 

I would also like to thank Stuart Howard, our Group Chief 
Financial Officer, who will retire later this year. Stuart and 
I have worked together for 15 years growing Saga into the 
business it is today, and his loyalty and insights have been 
invaluable to the Group. In wishing Stuart well I would also  
like to formally welcome his successor, Jonathan Hill, who 
started with us earlier this month and will now work with 
Stuart to ensure an orderly handover during 2015. 

The Board believes that Saga is well positioned to deliver 
long-term sustainable returns for our shareholders by 
delivering consistent profitable growth with a capital efficient 
model, leading to exceptional cash generation on an ongoing 
basis. As a result of this, I am delighted to be able to 
announce in our first year as a listed company that we are 
recommending a dividend of 4.1p per share. This dividend is 
pro rata for the proportion of the financial year post IPO and 
equates to 6.0p per share on an annualised basis. The final 
dividend will be paid on 30 June 2015, subject to shareholder 
approval at the AGM, to shareholders on the register on the 
Record Date of 5 June 2015. 

This dividend is at the top end of the forecast range we 
outlined at the time of the IPO and, in combination with  
the bonus share scheme, will mean an investment return of 
over 8%* this year for all eligible retail investors. Additionally, 
we have announced that the top end of the target dividend 
range has increased from 50% to 60% of net income.

Andrew Goodsell
Executive Chairman 
29 April 2015

*  Based on the IPO issue price of 

185p per share and the annualised 
dividend of 6.0p per share.

06

Saga plcAnnual report and accounts  for the year ending 31 January 2015Andrew Goodsell Executive Chairman

Governance highlights

 – It was important for an enhanced governance  
structure to be established in our first year  
as a listed Group, so that we had a framework  
of effective control. 

 – The Board continues to maintain a dialogue  

with key investors and will make itself available  
to shareholders at the Annual General Meeting. 
The governance process will continue to  
evolve as the Group takes shape, and to take 
account of future changes in regulation and  
best practice.

Go to page 54 for more information  
on our governance

Why invest?

Strong repeatable business model 
We focus on understanding customer needs and  
developing the best products and services to meet them. 
This approach has meant we’ve consistently grown our 
business over the last 60 years. We aim to still be the best  
at what we do in another 60 years. 

Consistent financial delivery and cash generation 
Trading EBITDA has increased year on year for the last  
four years. We turned more than 70% of our EBITDA into 
cash last year, giving us the flexibility to balance investment 
in value enhancing growth, repaying debt and returning 
cash to shareholders. 

Go to page 13 for more information

Go to page 39 for more information

Growth potential in our target market and  
a great brand 
The over 50s demographic holds 68% of the UK’s wealth 
and accounts for about half of all household expenditure. 
Most importantly it is a growing group. In total there will  
be 30% more over 50s in 20 years than there are today.  
One of the most important sectors of this demographic  
for Saga – the over 75s – is due to grow by 73% in the  
next 20 years. Add to this Saga’s brand awareness of  
over 96% and the growth potential for the business 
becomes even more compelling.

Opportunities for growth in our core businesses  
and a commitment to innovation 
With only 8.5% market share in the over 50s UK motor  
and 6.8% in the over 50s UK home insurance markets –  
the largest parts of the Saga business – significant potential 
exists in our core businesses. We combine this commitment 
to expanding the core businesses with a relentless focus  
on new sectors where we can differentiate our offer, create  
a market or disrupt the current one. 

Go to pages 11-12 for more information

Go to pages 14-17 for more information

07

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview 
 
Group Chief Executive Officer’s 
Strategic Review

A clear business model, exceptional 
product offering and the right strategy for 
growth at the centre of Saga’s business.

Overview
I am pleased to report on what has been a momentous year 
for Saga, our first as a listed company and a year in which we 
were delighted to welcome many of our loyal customers as 
new shareholders in the Company. 

We have grown Group Trading EBITDA from continuing 
operations by 6.0% to £227.4m, like-for-like profit before tax 
by 9.6% to £195.5m and generated £170.9m of available 
operating cash flow. This has allowed us to reduce our level of 
net debt to 2.5x EBITDA ahead of schedule and make the 
recommendation that our first dividend be at the top end of 
the forecast range we announced on IPO.

The outcome was the refreshing of our corporate strategy,  
as outlined at our Capital Markets Day in January.

Put simply, the new strategy, which defines our direction for 
many years to come, is centred on releasing the growth 
potential in our core businesses of Motor and Home 
Insurance, Private Medical and Travel Insurance, as well as 
Saga’s respected Travel brands. The growth will come from 
truly understanding the needs of the UK’s over 50s better 
than anyone else, and designing unique and better services 
for them. This is something that Saga has done successfully 
for six decades, using our proprietary database of over 
10 million names. 

When I joined the business last March, I was immediately 
involved in the IPO, which provided the opportunity to reassess 
the business and our plans for growth and I spent the following 
months really getting to know Saga, our customers, staff and 
products. The strategy review focused on four main areas, 
allowing us to reach absolute clarity on: 

 – the Saga business model: what we do well, what we should 
be doing better and how we ensure that customer insight 
and customer focus remain at the heart of the business
 – where our model works best: where we can operate most 
effectively, where our customers want us to operate and 
where we should be operating

 –  where the businesses’ earnings come from
 – what we are going to do to drive consistent growth for  

our shareholders. 

In addition we have some interesting growth opportunities  
in both wealth management and private home healthcare. 
These are new areas for Saga and will take a few years to 
reach scale, but they have great potential.

Our focus is now very much on bringing the strategy to life. 
That process is still work in progress, and we have set 
ourselves some challenging targets.

As always, our unrelenting focus remains on ensuring our 
customers receive a high-quality Saga product, developed by 
us to meet their specific needs and delivered with market-
leading standards of service.

08

Saga plcAnnual report and accounts  for the year ending 31 January 2015Lance Batchelor Group Chief Executive Officer

Strategic priorities

We will work to capitalise on the high-quality growth opportunity I have outlined by doing more of what we do best:

1.  Expanding our insurance footprint: insurance is the 

most significant part of the Saga Group and an excellent 
operation. However, we still have a relatively small share 
of the over 50s market in the UK and we can expand 
our footprint by providing insurance products, sourced 
through a panel of suppliers. 

2.  Doing more to grow our Travel business: Travel is a  

core part of Saga and central to the spirit of the brand. 
However, it is currently relatively small in profit terms  
and there is significant potential to grow this business. 

3.  Continuing to expand our high-quality but small Personal 
Finance offering, for example through our new wealth 
management joint venture, Saga Investment Services. 

4.  Continuing to optimise the use of our database: it is  
an exceptionally valuable tool and has been used  
very effectively to help build the business we have  
today. However, we can do more with it. Increased 
segmentation, digital marketing and distribution will be  
an ever more important part of our activities to ensure  
we are providing our customers with the right products  
at the right time.

5.  Putting innovation at the centre of the business:  

allowing us to develop products and services based  
on customer insight in areas where our model can 
operate effectively, such as Legal Services and private 
home healthcare.

Go to pages 14-17 for more information on 
our strategy

09

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewGroup Chief Executive Officer’s 
Strategic Review
continued

The most important factor in ensuring all of this is delivered 
effectively is the quality of our people. Throughout the 
business our team is committed to making Saga the best 
business it can be by focusing on the customer experience. 
I would like to thank them for all their hard work. 

I would also like to highlight some changes that have been 
made within the senior team. 

As announced at our Interim Results, Stuart Howard has 
decided to retire after 15 years as Group Chief Financial 
Officer. Jonathan Hill joined on 7 April 2015 as Group CFO 
Designate. Jonathan was previously Group Finance Director 
and a member of the plc board of Bovis Homes Group plc. 
Prior to that, he held various senior roles within TUI Travel 
and Centrica. 

David Slater is moving from the role of CEO of AICL to that  
of Non-Executive Director on the AICL Board. Subject to 
regulatory approval, Andrew Button will be promoted to  
the role of CEO of AICL. Andrew has been with Saga for  
14 years, during which time he established and created the 
AICL actuarial function, which is market-leading and a key 
part of one of the strongest and most respected underwriting 
businesses in the UK. I would like to thank David for his 
tremendous contribution over seven years and I am delighted 
that the business will continue to benefit from his knowledge 
and expertise.

Karen Caddick will join Saga as Group HR Director at the  
end of May 2015. Karen was previously Group HR Director  
of Millennium & Copthorne Hotels plc. She has also held 
Group HR Director positions at Morrisons plc, Punch Taverns  
& Spirit Group plc and The Financial Times.

Conclusion
It has been an exciting and challenging first year as Group 
CEO during which we completed our long-held ambition to 
become a public company.

We have developed and started to implement a clear strategy, 
built on understanding our customers better than anyone else, 
delivering products and services with exceptional customer 
service, unlocking long-term sustainable growth through our 
core business and looking for opportunities to provide new 
products and services to our customers in areas where our 
model can operate effectively. 

This strategy maintains our focus on a capital efficient, cash 
generative model. Going forward, we will therefore continue  
to seek to maximise returns for investors by optimising the 
balance between investment in value enhancing growth, 
payment of dividends and debt reduction. 

Looking ahead, our refreshed strategy provides us with  
a clear plan for delivering on our Trading EBITDA growth 
target of 5% to 7%. The team throughout the business has 
risen to the challenges I have set them and there is a renewed 
sense of energy and opportunity to drive our business 
forward. I am excited by the growth that we are already 
starting to see in our core businesses and by some of the 
tangible results we are seeing from our product innovation.

Once again, I would like to thank our customers, shareholders 
and employees; Saga is a truly special and unique business 
and one it is a privilege to lead. I look forward to keeping you 
all updated on our progress.

Lance Batchelor
Group Chief Executive Officer 
29 April 2015

Wealth management case study

In January 2015 we announced the launch of Saga 
Investment Services, a joint venture with Tilney Bestinvest 
(‘TBI’). This joint venture draws upon TBI’s investment 
expertise and our insight about the needs of the nation’s 
over 50s, to deliver a compelling wealth and investment 
proposition for Saga’s customers. It will take the best 
resources from both companies and target the 10.8 million 
customers on our database, over 800,000 of whom applied 
for shares in the Saga IPO, and that we know have an 
increased need for financial services advice from a fair 
and trusted source. 

TBI has a proven track record and over £9bn of client funds 
under management. As we developed our partnership it 
became clear that they are as dedicated as we are to 
meeting customer needs, and like us they believe that the 
market is due some real innovation. The chemistry is good 
between us. TBI is an ideal partner for Saga as it offers the 
full spectrum of wealth management services from light 
touch, online, through guidance and through simple advice, 
and all the way through to tailored 1-1 advice for wealthier 
and more financially sophisticated customers. 

We believe there is real opportunity here and that the 
pension reforms, which we lobbied hard for on behalf of 
our customers, will mean that, from April 2015, very large 
sums of savings will be looking for a home, and many 
Saga customers will be looking for guidance. 

The part of the market we will be targeting is the ‘mass 
affluent’ – those with between £30,000 and £250,000 
to invest who generally do not have access to a financial 
adviser and who need a trusted provider to navigate 
a complicated field. 

We are working hard with TBI to deliver truly ‘Saga’ products 
for our customers. We both believe there is a real chance 
to shake up the market, to offer high-quality wealth 
management services at a fair and transparent price. 

The key KPIs for this new joint venture will be funds under 
management, and customer satisfaction. We are going  
to take our time, get the proposition right, and we plan  
to launch in late 2015.

10

Saga plcAnnual report and accounts  for the year ending 31 January 2015Our target market overview

Our customer
Everything starts and ends here
Saga is the UK’s leading provider of products and services 
tailored to the needs of the over 50s. We provide insurance, 
travel, personal finance and healthcare services, with 
insurance and Travel at the core of the business.

The UK over 50s hold 68% of the UK’s household wealth and 
account for 48% of all household expenditure in the UK. This 
is an increase from 41% in 2003, as household expenditure 
for the over 50s population experienced faster growth relative 
to the remainder of the total population, while remaining 
resilient throughout the recent UK economic downturn.

Saga’s target market, the UK’s over 50s population, is  
one of the fastest growing, most affluent and influential 
demographics in the UK, with increasingly complex, changing 
needs due to longer periods in both employment and 
retirement and increased spending on leisure, culture, food, 
recreation and health. 

Saga’s target market is growing firm up at speed. It numbered 
22.8 million individuals in 2013 and is forecast to grow  
by 28%, to approximately 29 million by 2033. 

In 2013, this group was equivalent to approximately 36%  
of the UK’s total population, and is forecast to represent 
approximately 40% of the UK’s total population by 2033 
(source: ONS). Within the over 50s population, the 65 to 75 
and 75 and over segments are expected to increase even 
faster over the same time period at approximately 34% and 
70% respectively.

Macro conditions
While the over 50s are by no means immune to macro 
conditions, as many have large pools of accumulated assets 
and a higher proportion of fixed income, they are less 
susceptible to the vagaries of the economic cycle. This is 
especially likely to be the case for the ABC1 households, 
which make up the majority of the Saga database.

There are a number of factors which can add to this position:

 – Relatively secure incomes
 – Low or non-existent debt levels 
 – Fewer fixed costs
 – Younger members of the cohort benefit from wealth 

transfer as they inherit from the older ones

 – Post-retirement income reforms are providing more 
flexibility and are helping to counter the possibility of 
a drawn out period of high inflation eroding the value 
of fixed incomes, especially from annuities.

Over 22 million people aged 50 and over in the UK expected to grow a further 28% by 2033

36% of the
population

40% of the
population

Source: ONS  

40%

30%

75+

65-75

20%

50-65

10%

Age group

0%

18.1m

20.0m

22.8m

26.7m

29.1m

c . 7 m   i n c r e a s e

7%

9%

15%

1993

8%

8%

18%

2003

8%

9%

18%

2013

10%

10%

19%

12%

11%

17%

70%

34%

6%

2023

2033

2013-2033 Growth

Household expenditure of over 50s households (£bn) and as a share of total UK household expenditure

£

500

450

400
350

300

250

200

150

100

50

0

2003 

2004

2006

2007

2008

2009

2010

2011

2012

2013

2014f

2015f

2016f

2017f

2018f

2019f

2020f

%

50

40

30

20

10

0

75 and over

65-74

50-64

Forecast

Share of total UK household expenditure

Source: ONS Family expenditure survey, Cebr analysis  

11

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewOur target market overview continued

That being said, our customers, although mainly UK based, 
are not completely immune to changes in the global economy.

Our core businesses are correlated with the economic cycle 
and we can see our customers’ behaviour change as a result 
of these effects. In a downturn, the insurance sector tends to 
experience elevated incidences of claims, as well as changes 
in accident rates. If the downturn is prolonged, consumers can 
choose to reduce their insurance cover or purchases, defer 
buying or stop buying some insurance products altogether.  
As travel is discretionary in nature, consumers travel less, 
purchase lower priced holiday packages and cruises, or  
stop purchasing holiday packages and cruises completely.

The competition for customers
Market share is modest, but Saga is in pole position
Over its 60 year history, Saga has built up a trusted brand and 
superior customer knowledge of the over 50s market in the 
UK. This focus means that Saga is already the market leader 
in the over 50s segment; however, Saga’s relative market 
share is low. 

Given the prospective increase in our customer base and our 
strategy for growth, we believe Saga is in a strong position to 
grow its market share in our core businesses and continue to 
explore new areas in which customers will trust Saga to 
deliver and which are suited to the Saga business model. 

On the other hand, during times of economic upturn, there  
will be more demand for discretionary insurance products 
such as home, private medical and travel insurances, and  
for enhanced levels of cover. A similar effect is seen in travel, 
with consumers more likely to travel more often and on  
higher priced holidays and cruises.

Regulatory and political change
The over 50s are an important segment of the population  
for politicians because they are a highly influential and 
politically engaged group. Approximately 66% of business 
owners are over 50 and more than 70% of over 55s voted 
in the last general election.

This is generally advantageous for Saga, as the recent 
reforms to the post-retirement savings market illustrate,  
in that politicians have recognised the importance of the  
over 50s in their thinking. Liberalisation can enhance the 
potential of the over 50s market in terms of consumption  
and investment demand. 

Saga as a regulated business
Saga operates in regulated sectors. This regulation can 
change, driven by a number of factors including responding to 
economic, environmental and world events, but also political 
requirements and thinking, both in Europe and the UK.

Within this context, we maintain good relationships with the 
regulators and government bodies, and maintain a regular 
dialogue to ensure we understand how regulatory and political 
changes will affect our customers and business.

Which companies specialise in providing over 50s 
products and services?

%

60

50

40

30

20

10

0

Age UK

RIAS

Sun Life
Financial

Staysure

Warner

Source: Ipsos MORI survey (spontaneous brand recognition)

Note: Question asked: Which, if any, companies or organisations can  
you think of that specialise in providing products and services for people  
aged 50 and over?

Saga, selected market shares in the over 50s segment

Business area 

Motor insurance

Home insurance 

Private medical insurance 

Travel insurance 

Source: 

*  GfK NOP at 31 August 2014. 

Market share of over 50s

8.5%*

6.8%*

7.8%**

5.5%***

**  TGI, Laing Buisson and company data at 31 December 2013. 

*** TGI and company data at 30 June 2014.

12

Saga plcAnnual report and accounts  for the year ending 31 January 2015Our business model

At the heart of our business model is our ability to listen and 
gather insight about our customers to create products and 
services that fulfil their needs. This ability, in combination with 
the trusted Saga brand, our access to customers through our 
unique database and our relentless focus on customer 
service, sits at the heart of what we do. 

Once we have designed and tested these products and 
services, we decide how best to source them for our 
customers. In practice a majority will be provided by the 
leading providers in a chosen market. When we assess the 
best possible partners to supply products and services, we 
compare them for service and value. Over time we can move 
if more appropriate, or better, partners become available.  
Our partners work with us in this way because it is a mutually 
advantageous relationship – they benefit from our brand, 
customer knowledge and access to a very attractive market. 
Saga, and its customers, benefit from their expertise and 
resources. This also means that we maintain responsibility  
for delivery and continue to own the relationship with our 
customers, ensuring we can manage the customer experience 
at all times.

This approach also gives us flexibility and speed. When we 
identify a new and interesting category, we enter that market 
with an exceptionally high-quality product quickly and at low 
cost and low risk to Saga.

Our business model is most effective when: 

 – a trusted brand is important, permitting us to provide  

a premium product at a fair price

 – our superior customer knowledge gives us a competitive 

edge

 – we can differentiate our offer. We do not sell ‘me too’ 

products in any market that we operate

 – service levels play a key role. We want our customers to 

have outstanding service and to recognise it when they do 

 – cross-selling opportunities can flow from the initial 

relationship. 

Our model is robust and has demonstrated over time that it 
can grow, even in the face of the many economic challenges 
of the past ten years. It gives us protection against a number 
of risks: we have multiple earnings streams, allowing us to 
shift investment and returns; our target market is growing,  
our customer base is loyal and resilient and is largely spending 
money it has already earned; and we have a capital efficient 
structure which means that a vast majority of the EBITDA we 
generate turns into cash. 

We deploy this cash through re-investment in growth, enhancing 
our technology and services, rewarding our employees and 
providing a progressive return to our shareholders.

Go to pages 24-29 for more information on the key risks 
and uncertainties to our business model

The Saga model

Customers

Insights

Product
design

Third party
suppliers

In-house
– Motor underwriting
– Shipping

13

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewOur focus and strategy

To capitalise on the high-quality growth opportunity in our 
core businesses. We believe we can achieve growth 
through doing more of what we do best:

Our strategy

To operate where our model works best, providing 
products and services directly to our target 
market. We aim to deliver balanced and profitable 
growth, measured by EBITDA and Operating EPS, 
on a capital efficient and cash generative basis 
thereby supporting a progressive dividend policy 
and ensuring long-term value for shareholders.

1.  Expanding our insurance footprint: insurance is the 
most significant part of the Saga Group and an 
excellent operation. However, we still have a relatively 
small share of the over 50s market in the UK and we 
can expand our footprint by providing insurance 
products, sourced through a panel of suppliers. 

2.  Doing more to grow our Travel business: Travel is a  

core part of Saga and central to the spirit of the brand. 
However, it is currently relatively small in profit terms  
and there is significant potential to grow this business.

3.   Continuing to expand our high-quality but small Personal 
Finance offering, for example through our new wealth 
management joint venture, Saga Investment Services. 

4.   Continuing to optimise the use of our database: it is 

an exceptionally valuable tool and has been used very 
effectively to help build the business we have today. 
However, we can do more with it. Increased segmentation, 
digital marketing and distribution will be an ever more 
important part of our activities to ensure we are providing 
our customers with the right products at the right time.

5.  Putting innovation at the centre of the business: allowing 
us to develop products and services based on customer 
insight in areas where our model can operate effectively, 
such as Legal Services and private home healthcare.

Our strategic priorities

1

2

3

4

Expanding our 
Insurance footprint

Grow Travel

Expand Personal 
Finance

Make more of  
our database and 
digital marketing

5

Grow  
innovation

For more information on KPIs go to pages 18-19 

For more information on principal risks and 
uncertainties go to pages 24-29 

14

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
Our strategic priorities

There is an opportunity for us to grow our market share by 
broadening our offer, particular in the motor market. This will 
be achieved through the creation of a motor insurance 
panel, allowing us to source other providers of underwriting.

Historically, our potential to grow our share in the UK motor 
market has been constrained by the fact that we have 
underwritten the majority of the policies we provide and 73% 
of those customers that receive a quote for motor insurance 
sit beyond the tight specific expertise of AICL, our in-house 
underwriting business, and do not convert to a policy. 

We are not moving out of underwriting. AICL is an excellent 
underwriter and an important part of the Group. However, 
introducing a motor insurance panel, in the same way we 
have done in our Home Insurance business, will allow us  
to increase our offer to customers by accessing different 
providers of underwriting – broadening the cross-section  
of our target market we can provide solutions to without 
increasing the Group’s risk appetite or use of capital.

Go to pages 31-32 for more information

1

Expanding our Insurance footprint 

2

Grow Travel 

Travel is at the core of our business. It provides a unique 
opportunity for us to meet our customers and deliver a 
personal service in a way that few, if any, of our competitors 
in other sectors can even dream of.

We have an attractive proposition to a key market segment 
based on a tour operating model with high levels of 
customer satisfaction and repeat business. So we have set 
ourselves a tough goal of doubling EBITDA within the five 
years from January 2014; challenging, but possible. 

This growth will come from refreshing the existing offering 
by using our improved segmentation to help design 
products we can sell to specific target groups and 
increasing our opportunities to put these products in front 
of customers through new routes to market and digital 
marketing techniques. 

Go to pages 33-34 for more information

15

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview3

Expand Personal Finance

4

Make more of our database and digital marketing

Our strategic priorities 
continued

Saga’s target market of the over 50s currently holds 68% of 
all household wealth in the UK. This fact, combined with the 
changes in annuity and pension policies brought into effect 
in April 2015, means consumers are looking for guidance, 
advice and clarity on financial matters. 

Following the turbulence of recent years in the financial 
services sector, many consumers do not trust the majority 
of the brands in the space, and some brands have chosen 
to withdraw altogether. 

With the largest dedicated database of names and perhaps 
the most trusted brand associated with great service, our 
customers tell us that they would welcome Saga doing 
more in this sector.

Go to page 32 for more information

We are continually enhancing our understanding of our 
customers to find ways to provide our customers with the 
products and services they want. In terms of how this is 
done, it includes an enhanced, and revised, segmentation 
project that is well under way and is helping us to 
understand what drives our customers. 

We are focused on digital marketing across the Group.  
We have a rich source of information with the database  
and a target demographic that is, and becoming more so, 
highly digitally active. 

We are looking at adjoining and cross-selling opportunities 
to understand where we can get the most out of what we 
already have. We interact directly with our customers to build 
strong relationships and understand their wants and needs. 

Our dedicated data analytics team model customer 
preferences, which helps drive the Group’s pricing and 
marketing strategies and helps ensure the most appropriate 
products and services are offered to our customers at the 
right time.

Altogether this adds up to an increased understanding of  
the large and growing database so it can be even more 
important to us than it is at present. 

Go to page 22

16

Saga plcAnnual report and accounts  for the year ending 31 January 20155

Grow innovation 

We are committed to fostering an environment that allows 
innovation and creativity to flourish. 

We have set up a dedicated innovation team and a 
framework that allows them to take insights from the 
database to find new areas where our model may be 
effective. The team can pilot new ideas on a small scale,  
in a real world environment, quickly and at low cost as  
we have seen with our ongoing pilots in the private home 
healthcare market.

While some of these pilots will never progress beyond  
that stage, we are confident some will go on to make  
a meaningful contribution to the Group in the long term. 

Go to pages 36-37 for more information

Our way ahead

Our strategy is intended to deliver 
long-term shareholder value through 
short and medium-term benefits  
and goals. 

 – We have retained our capital efficient 
business model and our excellent 
cash flows to maximise returns for 
our shareholders.

With this in mind, we want to share our 
view of where we believe we will be in  
five years’ time:

 – Our excellent insurance offer  

will be bigger with an increased  
market footprint.

 –  We will have grown our Travel  

business, which plays a central role  
in the Saga brand.

 – We will have expanded into new 
areas and some of these will be 
making material contributions  
to earnings, such as Saga 
Investment Services our wealth 
management joint venture.

 – We will continue to be committed  

to the private home healthcare market.

 – Our culture will continue to foster  
and reward innovation across  
the business.

17

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewOur key performance indicators

We use several key performance indicators (KPIs) to track  
and measure the financial and operating performance of our 
business against our strategy and to enable our shareholders 
to clearly see how we perform against our strategy.

The usage of key performance indicators varies by operation. 
These measures are derived from the Group’s internal 
operating and financial systems. Because some measures  
are not determined in accordance with generally accepted 
accounting principles, they may not be comparable with other 
similarly titled measures of performance of other companies. 

Group Trading EBITDA

Pro forma operating earnings per share

£227.4m

Performance
Group Trading EBITDA up by 6.0%.

12.6p

Performance
Up 13.5%.

Definition
Earnings before interest payable, tax, depreciation and 
amortisation, profit or loss on disposal of non-current 
assets, exceptional expenses and fair value gains or 
losses on derivative financial instruments.

Definition
Earnings per share presented to exclude non-recurring 
exceptional items and by measuring prior to net fair value 
gains and losses on derivatives, but including pro forma 
adjustments for interest charges and plc costs to allow 
comparison between the periods on a like-for-like basis.

Earnings per share from continuing operations 
(basic)

8.6p

Performance
Down 46.3% as a result of the exceptional expenses and 
new interest costs incurred in the period.

Definition
Profit after tax from continuing operations attributable to 
ordinary equity holders divided by the weighted average 
number of ordinary shares outstanding during the period.

 Like-for-like profit 

£195.5m

Performance
Up 9.6%.

Definition
Profit from continuing operations, which is shown before 
tax, one-off IPO expenses, new debt costs and derivative 
fair value gains and losses.

18

Saga plcAnnual report and accounts  for the year ending 31 January 2015Go to the financial review on pages  
38-53 for more information

Available operating cash flow

Debt ratio

£170.9m

Performance
A strong cash flow performance, with 72.3% of 
Trading EBITDA becoming available operating cash 
flow. A reduction of 13.1% against last year as a greater 
proportion of the Group’s Trading EBITDA has been 
achieved within the restricted businesses within Financial 
Services and Travel, coupled with increased capital 
investment in IT systems in the Insurance business.

Definition
Net cash flow from operating activities after capital 
expenditure but before tax and interest paid and 
exceptional expenses during the period, which is 
available to be used by the Group as it chooses 
and is not subject to regulatory restriction.

Active customers 

2.63m

Performance
Broadly stable during the year.

Definition
Active customers in the twelve months to 31 January 2015.

2.5x

Performance
Strong profit delivery and continued high levels of cash 
conversion meant the Group beat its target reduction  
of the net debt to Trading EBITDA ratio of 0.5% per year.

Definition
The ratio of bank debt net of available cash to  
Trading EBITDA.

Average number of products held

2.63

Performance
Down by 2.7% (2014: 2.71) as a result of a reduction  
in the number of ancillary products sold in the Motor 
Insurance division.

Definition
Average number of Saga products held by each active 
customer as at 31 January 2015.

19

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewOur resources and relationships

Our values are 
who we are and 
how we work – 
they are brought 
to life every day 
by our people.

Go to pages 24-29 for more information on the key 
risks and uncertainties to our resources, relationships 
and responsibilities

20

Saga plcAnnual report and accounts  for the year ending 31 January 2015Our resources and relationships
There are a number of key assets, beyond the financial, which 
are vital to the functioning of our business model and the 
delivery of our strategy.

Brand
Saga is the leading provider of products and services tailored 
for customers over the age of 50 in the UK. Our brand has 
been carefully developed over the past 60 years and is now 
one of the most recognised and trusted brands among UK 
consumers aged over 50. We are synonymous in the UK with 
the over 50s market and are recognised for our high-quality 
products and services, expertise in serving our target 
demographic and excellence in customer service. 

Saga’s brand recognition and excellence in customer service 
have enabled us to expand our product offering successfully, 
achieve high levels of repeat business and acquire new 
customers without needing to rely heavily on costly third  
party advertising. 

The unique model that we operate, with a business centred 
around the power of the Saga brand and multi-product 
provision, rather than on a single product segment, has 
allowed us to achieve sustainable growth, delivering robust 
performance in recent years. 

People
Saga continues to grow due to the talent and focus our 
people have for delivering great products and excellence  
in customer service. 

Our employee policies are designed to maximise employee 
retention and develop our people. This starts by recruiting the 
right people for the right roles and we have invested heavily in 
strengths-based recruitment and training in our contact 
centres. This activity was reflected in our turnover rates. 

To help our employees make the most of their existing skills, 
as well as to acquire new skills, we run the Saga Learning 
Academy. The Saga Learning Academy makes available a 
wide range of facilities and resources to all employees. 
Learning Academy sites provide a quiet space for learning, 
reading or studying. The scheme offers access to over 250 
e-learning courses covering a number of topics, including 
communication, leadership, human resources, management, 
customer service, sales, marketing, negotiation, project 
management, health and safety, team building, typing, 
languages, first aid and software courses. 

In order to further develop our people and recognise and 
reward talent we have a robust performance management 
system in place, which is designed to drive the right behaviours 
and bring our brand values to life in the way that we work. 

We also believe in communicating at all levels within the 
Company using multiple channels, including face-to-face 
meetings, videos, global emails and newsletters. We operate 
an open and safe environment where people are encouraged 
to talk to us, for example, through our open door policy and 
whistleblowing arrangements.

Gender diversity as at 31 January 2015

Male

Female

Actual

% Actual

%

Total

Board

Senior Managers

9

89

Employees

1,672

90%

68%

43%

1

42

10%

32%

10

131

2,217

57% 3,889

Board
Directors of the plc including Executive and Non-Executive

Senior Managers
All divisional board Directors (including divisional CEOs) 
and employees with some strategic input and influence 
(excluding Board)

Employees
All Saga employees (including those in points 1 & 2)

We are committed to ensuring we provide full and fair 
consideration to applications for employment from people 
with disabilities, as well as supporting employees who 
become disabled during their employment. We adapt the 
working environment and, where we can, offer flexible 
working practices to ensure the retention of our employees, 
no matter what their personal circumstances. At recruitment 
we make adjustments to facilitate applications and the 
selection process and provide guidance and, where 
necessary, additional training for interviewers.

Human rights
Saga has a responsibility to conduct business in an ethical 
and transparent way. Saga adheres to a set of business 
principles including a commitment to internationally 
proclaimed human rights standards.

The Group has in place internal policies to support recognised 
human rights principles. These include policies  
on non-discrimination, health and safety, anti-bribery and 
environmental issues. The Group also maintains a zero 
tolerance approach to bribery and corruption.

Our Supplier Code of Conduct sets out the minimum 
standards we expect from our partners and suppliers and 
their employees, contractors, agents and subsidiaries when 
working on our behalf. The code covers human rights and 
labour laws, support for local communities and environmental 
impacts, as well as bribery and corruption.

Health and safety
Saga is committed to protecting the health, safety and welfare 
of employees, customers and anyone affected by our 
operations. As such, we aim to develop a positive health  
and safety culture and continuously improve health and  
safety performance.

21

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewOur resources and relationships
continued

We are aware of our obligations, and are fully dedicated to 
meeting those obligations through the development of 
suitable policies and procedures. 

Once we have designed and tested products and services, 
we decide how best to source them for our customers, 
in-house or from a third party. 

Beyond this, everyone in Saga has a personal responsibility 
for health and safety and for performing the activities they 
undertake in a safe manner. 

Community and social 
Saga has a very strong presence in Kent and East Sussex 
being a major employer in Thanet, Folkestone and Hastings. 
We recognise our responsibilities to the communities from 
which we draw potential recruits and upon which the 
successful delivery of our brand rests. 

One aspect of this is the maintenance of strong links with 
local schools and colleges. For example, we invite schools  
to put forward students to join Saga’s annual work  
experience programme. 

We also aim to be a good neighbour to local residents and 
play our part in supporting community initiatives – for 
example, donating funds to secure the future of Hastings Pier 
and support for the Folkestone Airshow and Deal Sea Scouts.

The Saga brand transcends the commercial sphere and has 
a strong social and campaigning aspect – giving voice to the 
concerns of the nation’s over 50s. This is achieved through 
the research, public policy and news stories generated by  
our communications team. Being a trusted voice means that 
Saga is able to be heard in the media and is also welcomed 
by policy makers who seek our views when crafting and 
developing policy. Examples of how Saga has influenced 
public policy can be seen in the new pension freedoms, 
changes to the ISA regime and the cross-party support  
for pensioner benefits.

Our charity work includes two Saga charities. The Saga 
Respite for Carers Trust provides carers aged 50 and over 
with a much needed holiday away from their caring 
responsibilities whilst paying for the care for their loved one. 
The Saga Charitable Trust benefits under-privileged 
communities in developing countries visited by Saga 
customers. The charity invests in sustainable projects which 
empower and support local communities, as well as provide 
increased opportunities for those communities to benefit from 
tourism. The operating costs of both charities are met by 
Saga. In addition, funds are raised through activities 
supported by customers and by Saga employees. 

We were also one of the inaugural signatories of the Ministry 
of Defence’s Corporate Covenant, launched at 10 Downing 
Street, which outlines our commitment to members of the 
regular and reserve forces, their partners and families.

Supplier partnerships
These relationships are fundamental to our business model. 
We work very closely with our suppliers to deliver the products 
and services to the standard our customers expect of us.

However, we are not a commission-based business. We design 
bespoke products ourselves then look for the best possible 
partners to supply them, comparing them for service and 
value. Over time we can move if more appropriate, or better, 
partners become available. Our partners work with us in this 
way because it is a mutually advantageous relationship – they 
benefit from our brand, customer knowledge and access to 
an attractive target market. Saga, and its customers, benefit 
from our partners’ expertise and resources. This also means 
that we maintain responsibility for delivery and continue to 
own the relationship with our customers, ensuring we can 
manage the customer experience at all times. 

Database and technology
Our multiple customer interactions across a broad range  
of products and services over many years have enabled  
us to develop a sophisticated proprietary Group  
Marketing Database.

This database now contains highly relevant data for 
10.8 million people, and 8.8 million households, covering over 
50% of over 50s households and over 60% of over 50s ABC1 
households in the UK. 

Saga has a consistent focus on data collection and we are 
constantly re-confirming the data we gather through over 
128 million interactions per year. By selling products and 
services directly to customers, we capture information about 
our customers at every point of contact and build a view of 
the customer, including their multi-level preferences and 
changes in behaviour over time.

Our data analysts are then able to perform sophisticated 
analysis such as customer segmentation and propensity 
modelling, resulting in targeted marketing, in order to 
introduce appropriate products and services to customers  
in a highly efficient manner with relatively low customer 
acquisition costs. Importantly, our database is exclusive  
to us: we do not share the information with third parties for 
marketing purposes.

Our main IT systems are developed, supported and 
maintained in-house, as many of the systems are a key  
source of our competitive advantage. 

Most of our operating systems are adapted to each business 
segment, so application support is administered by decentralised 
segment-specific support functions. In contrast, most of our IT 
infrastructure, such as telephony switches, data networks and 
server rooms, are maintained by centralised support functions. 

Data security and the threat of cybercrime are key issues and 
these are covered in the Principal Risks and Uncertainties 
chapter on pages 24-29.

22

Saga plcAnnual report and accounts  for the year ending 31 January 2015Ships
Our ships are important assets in their own right, and are 
subject to an ongoing programme of refurbishment and  
refits to maintain a standard of performance in line with safety 
requirements and our customers’ expectations of them and us. 

Beyond this, though, they are also an embodiment of the 
Saga brand and an opportunity for us to interact with 
customers in a way that few, if any, of our financial services 
competitors can emulate. With this in mind they operate with 
one of the highest staff to passenger ratios of any cruise line, 
to ensure that service, health and safety are second to none.

Environment
The Group is sensitive to its environmental impact and aims to 
operate in a manner that minimises negative impact, such as 
waste sent to landfill, and invests in activities which have a 
positive impact on the environment, such as improved energy 
efficiency. We strive for continuous improvement of our 
operations to reduce any potential impact our business may 
have on the environment. Saga promotes green travel options 
and has a network of Saga minibuses that take people to and 
from its sites, and we also promote a cycle to work scheme.

Greenhouse gas emissions
This section has been prepared in accordance with our 
regulatory obligation to report greenhouse gas emissions 
pursuant to Section 7 of the Companies Act 2006 (Strategic 
Report and Directors’ Report) Regulations 2013. During the 
2014 financial year, Saga plc emitted a total of 111,773 tCO2e 
from fuel combustion (Scope 1 direct) and electricity 
purchased for our own use (Scope 2 energy indirect). We 
have also chosen to voluntarily report Scope 3 emissions 
arising from our business travel.

Emissions by GHG source (tC02e)

100,000

90,000

80,000

70,000

60,000

50,000

40,000

30,000

20,000

10,000

0

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Total emissions (tC02e)

 1. Scope 1 – 92%
 2. Scope 2 – 2%
 3. Scope 3 – 6%

12 3

The table below shows our tCO2e emissions for the year 
ended 31 January 2015: 

(tCO2e)

Combustion of fuel and operation of facilities  
(Scope 1)

Electricity, heat, steam and cooling purchased  
for our own use (Scope 2)

Total Scope 1 and 2

OPTION 1: tCO2e per employee FTE
OPTION 2: tCO2e per employee
OPTION 3: tCO2e per employee*

2014/15

104,734

7,038

111,772

20.9

5.5

18.6

* 

 Based on headcount data. Excludes carers, representatives, ship crew  
and Destinology.

Methodology
We quantify and report our organisational greenhouse gas 
emissions according to the GHG Protocol and have utilised 
the UK Government 2014 Conversion Factors for Company 
Reporting in order to calculate CO2 equivalent emissions from 
corresponding activity data. We have also taken certain data 
used for compliance with the CRC Energy Efficiency Scheme.

In order to improve monitoring and management of our 
carbon impact, we established a global carbon data 
programme during 2014 in collaboration with Carbon 
Credentials. This will improve oversight around our energy 
consumption and increased the quality and availability of 
performance information for decision making.

Reporting boundaries and limitations
We consolidate our organisational boundary according to the 
operational control approach and have adopted a materiality 
threshold of 5% for GHG reporting purposes. As a result, 
emissions from diesel combustion within building generators 
are reasonably estimated to contribute less than 5% of our 
total footprint and have been excluded from our disclosure.

The GHG sources that constitute our operational boundary for 
the 2014 reporting period are: 

Scope 1: natural gas combustion within boilers, marine fuel 
combustion within ships, road fuel combustion within 
vehicles, fuel combustion within non-road mobile machinery 
and fugitive refrigerants from air-conditioning equipment

Scope 2: purchased electricity consumption for our own use

Scope 3: business travel

Assumptions and estimations
Pro rata estimations are used where there is missing data, 
using a calculation that accounts for the amount of days 
missing from within the financial year (01/02/2014-31/01/2015) 
and applying an average volume from the data provided.

Where the fuel type and vehicle types are not known, an 
average business travel car size is applied and the emissions 
factor for unknown fuel is used to calculate emissions. 

23

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview 
 
 
 
 
 
 
Our principal risks and uncertainties

Achieving the optimum balance  
between risk and reward.

Risk framework 

Saga plc Board

Group CEO

Group Risk
Committee

Business board

Business Executive
Committee**

Business Risk Committee**

Business Audit,
Risk and 
Compliance 
 Committee*

Top down:
–  Group risk policy 

and strategy

–  Group risk appetite
–  Principal risk oversight
–  Group compliance 

oversight

Bottom up:
–  Business risk appetite 
definition and policy

–  Identification, 

assessment and 
mitigation of business 
– specific risks
–  Upward reporting 

of key residual risks

*   The Audit, Risk and Compliance Committee (ARCC) operates for all Financial Conduct Authority (FCA) regulated entities. The Committee is led by the 

Non-Executive Directors of the relevant business and provides an additional forum for independent oversight of key business risks.

**  The majority of businesses in Saga have separate Risk and Executive Committees. For those that do not have these committees, risk is reviewed solely  

at board level.

24

Saga plcAnnual report and accounts  for the year ending 31 January 2015There are three specific operational risks which the Board has 
defined lower qualitative risk appetites and tolerances for:

Brand/Reputation: Saga recognises that its continued 
success depends on maintenance of its brand and reputation 
for quality service. Saga, therefore, has zero appetite and a 
very low tolerance for brand and reputation risks and will look 
wherever possible to eliminate them. 

Health and safety: Saga has zero appetite and a very low 
tolerance for health and safety risks and will do all that is 
reasonably practicable to prevent personal injury and danger 
to the health of our employees, customers and others who 
may be affected by our activities. 

Regulation: Saga recognises regulatory compliance as 
essential and therefore has zero appetite and a very low 
tolerance for risks that could prevent such compliance 
being achieved.

Separate risk appetite statements and risk tolerance 
thresholds have also been created for each business in Saga, 
customised to their business needs and complementary to 
the Group’s tolerances.

Risk appetite statements and risk tolerances are central to our 
decision making processes and are a point of reference for all 
significant investment decisions.

Risk governance
The Board has ultimate responsibility for Saga’s approach  
to risk management. This responsibility specifically includes 
ensuring an effective risk assessment and management 
system is in place; agreeing the principal risks and 
uncertainties the business should accept in pursuit of  
its strategic objectives; ensuring a suitable risk culture is 
embedded throughout Saga; and regularly assessing the 
effectiveness of the Group’s risk management systems, 
including essential levels of internal and external risk 
communication. Our approach and these processes are  
set out in more detail in the Accountability section of our 
Corporate Governance Statement on pages 64-66 of this  
annual report.

The Board believes that enhanced sustainability and 
shareholder value will come through achieving the optimum 
balance between risk and reward. Saga’s four divisions face 
a range of risks and uncertainties that could impact their 
strategic objectives, some common to the Saga Group as 
a whole and others unique to the particular business or 
operation. It is therefore imperative to have a risk management 
policy and framework capable of assessing and monitoring 
these risks and uncertainties individually and in aggregate 
against an agreed risk appetite to ensure management within 
agreed tolerances.

Risk appetite
The Board defines risk appetite as the amount and sources  
of risk which it is seeking, willing to accept and looking to 
avoid in pursuit of its objectives over a set period of time. 
The following qualitative risk tolerances have been agreed:

Risk category

Saga risk appetite

Credit

Liquidity

Insurance

Market

Strategic

Low

Low

Medium to high*

Medium

Medium to high

Mergers and Acquisitions**

Medium**

Operational 

Medium

*  Saga’s strategy is to significantly expand its footprint in insurance via 

broked services. 

**  Saga is keen to explore Merger and Acquisition (M&A) opportunities with 

significant growth potential and its tolerance to risk in this area is Medium. 
The Board will consider and agree the quantitative risk tolerance for each 
M&A opportunity as it arises. 

25

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewOur principal risks and uncertainties
continued

Areas of key concern
The table below lists the areas of key concern faced by us, and how we perceive they have changed over the last year:

Areas of key 
concern

Risk category

Saga risk 
appetite

Risk in 
operating 
environment

Considerations

IT systems and 
processes 

Operational Medium

High

Cybercrime

Operational Medium

High

Database 

Operational Medium

Medium

People

Operational Medium

Medium

Operational 
efficiency

Operational Medium

High

Sustaining our advantage across the digital arena is vital for our 
efficiency, customer relationships and growth. Without system 
resilience we cannot provide expected customer service.  
Without digital innovation we risk becoming obsolete in our 
product offerings

Our battle to defeat cybercriminals is an ever escalating arms  
race. Failure to protect our systems and data could lead to  
an unacceptable fall in customer service standards and risk  
to the brand

Our database is a key engine for growth and needs to be  
nurtured and protected. The risk of data theft is increasing as 
cybercriminals become ever more sophisticated and determined

Continual enhancement of our people resources and skills is 
essential for brand and business enhancement. The competition 
for personnel is increasing so there is a need to improve our 
attraction and retention skills to ensure we have the right people 
to meet customer expectations

We are looking to enhance our customer service through 
operational efficiency and innovation. There is significant 
competition in our various markets so change must be  
handled quickly and effectively if we are to grow in line  
with profit expectations 

Business 
interruption

Operational Medium

Medium

We rely on our assets and infrastructure to deliver efficiently and 
profitably. We operate in potentially high-risks areas such as 
shipping where only the highest governance standards will suffice

26

Saga plcAnnual report and accounts  for the year ending 31 January 2015Areas of key 
concern

Risk category

Saga risk 
appetite

Risk in 
operating 
environment

Considerations

Regulation

Very low

Medium

External 
regulatory 
landscape/
political change

Counterparty

Operational Medium

Medium

Insurance 
landscape

Insurance

Medium  
to high

Medium

Customer 
interaction/
service

Operational Medium

Medium

Conduct

Regulation

Very low

Low

Macroeconomic 
climate

Operational Medium

Medium

As a highly regulated group of businesses, with a complex, 
demanding customer base, changes in regulation have the  
power to affect our profitability both positively and negatively.  
The impending UK election and the ongoing Eurozone 
complications may well bring about unexpected regulatory 
change which we will need to anticipate and adapt to in order  
to meet customer expectations

We rely on a range of partners to deliver our products for us 
efficiently, safely and profitably. Our reliance on external parties 
will increase with our joint venture with TBI and development of 
our third party charter services in Travel

We are affected by the general state of the insurance market in 
terms of pricing. We are reliant on the success of both our own 
products and those of our suppliers to provide the right products 
at the right price for our customers

We operate in a clearly defined customer target sector and we are 
well placed to continue to grow in this area. We must, however, 
ensure we continue to exceed the expectations of a financially 
stable, but complex, demanding and potentially vulnerable 
population grouping 

Customers are at the heart of everything we do. Our particular 
customer base has unique needs which must be incorporated into 
our entire range of products and services. Failure to achieve this 
may well result in fines, loss of reputation and ultimately significant  
brand damage

Our target customer base is fast growing, largely affluent and 
stable. It is, therefore, more insulated than other demographic 
areas but still influenced by macroeconomic changes. The 
ongoing Eurozone complications may well impact our customers’ 
ability and desire to purchase our current product range

27

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewOur principal risks and uncertainties
continued

Current principal risks and uncertainties faced by the business
The table below lists the areas of key concern faced by us: 

Our primary strategic objective is to operate where our 
model works best by focusing on our Strategic Priorities:

1.  Expand our footprint in Insurance
2.  Grow our Travel business
3.  Expand our Personal Finance offering
4.  Make more of our database
5.  Continue to drive innovation

Principal risk or 
uncertainty

IT systems and 
processes 

Strategic 
priorities 
linkage

1   2   3  
4   5

Specific concerns

Response/Mitigation

Failure of our core IT systems 
to deliver required performance 
stability and resilience

Inability to develop digital 
offerings sufficient to drive 
innovation and growth

We have allocated specific investment for IT infrastructure 
refresh, and strengthened our core IT team and processes

Significant investment in digital innovations at Group level

Cybercrime

1   2   3  
4   5

Increased frequency of 
cyber attacks 

Cyber awareness training has been reinforced and is in 
the process of roll out across the Group

Cyber attack via 
unpatched/legacy systems

We have created a 24/7 patching regime to protect 
our systems

Database 

4

Breach/loss of sensitive 
data assets

Breach of data  
protection legislation

Significant investment is budgeted for improving 
information security countermeasures in 2015. 
External review/benchmarking of information security 
plans will be undertaken in 2015

We have dedicated data protection resources, processes 
and systems in place to ensure data is stored securely 
and handled correctly. We have contingency processes  
in place in the unlikely event of a data breach

People

1   2   3  
4   5

Our culture does not deliver 
the Saga brand we aspire to

We are refining our leadership development programme 
to ensure we have the management team in place to 
deliver against our objectives

We do not attract and/or 
retain the right people to 
achieve our objectives

We conduct regular employee surveys in order to monitor 
and manage issues to ensure that we retain and motivate 
our people

Operational 
efficiency

1   2   3  

Failure to accrue expected 
benefits from operational 
initiatives

Operational initiatives are reviewed at all governance and 
trading meetings and mitigating steps taken 
where appropriate

Business 
interruption

1   2   3  
5

Loss arising from shipping 
technical failure or maritime 
incident 

We have developed a ‘beyond compliance’ maintenance 
programme covering all aspects of our ships  
overseen at Group level and reported weekly  
via our governance structure

Loss of key operational 
premises

Fully developed business continuity plans in force for  
key sites, regularly tested and audited

28

Saga plcAnnual report and accounts  for the year ending 31 January 2015Current principal risks and uncertainties faced by the business

Principal risk or 
uncertainty

External 
regulatory 
landscape/
political change

Strategic 
priorities 
linkage

1   2   3  
4   5

Specific concerns

Response/Mitigation

Breach of regulation 
governing our operations

Inability to respond  
to regulatory change 
affecting our business

Dedicated compliance teams are embedded in all 
regulated businesses responsible for auditing and 
monitoring compliance performance. Teams exist at 
Group level to ensure Group compliance with key 
legislation such as the Health and Safety at Work Act

Saga has a diversified business model to lessen the 
potential impact of changes affecting one product or 
service. Emerging and horizon compliance risks are 
tracked by the dedicated business compliance teams and 
raised at all governance forums

Political changes negatively 
impact our business models

Political policy is constantly monitored for impact and 
active lobbying is undertaken to influence proposed 
change wherever possible

Counterparty

1   2   3  

Financial failure of  
key partner

We have agreed selection and monitoring processes in 
place for all key partners/suppliers

Inability of key partner  
to provide appropriate 
service leading to 
reputational damage

Saga controls its third party supply quality through internal 
and external audits, customer ‘moments of truth’ surveys 
and customer complaint review

Insurance 
landscape

1   3   4  
5

Inability to compete with 
insurance competitors

Saga manages the broking and underwriting processes, 
thereby allowing competition on price where appropriate

Conduct/
customers

Macroeconomic 
climate

1   2   3  
4   5

1   2   3  
4   5

Rates in the motor 
insurance market do not 
increase as expected

Introduction of a motor panel arrangement, increasing 
competitiveness and reducing risk; enhancing AICL’s 
response to claims experience

Our behaviour results  
in poor/unacceptable 
outcomes for customers

Saga’s governance structure is built on the premise of 
customer dedication with daily consideration of customer 
satisfaction throughout the organisation

Changes in the 
macroeconomic climate 
impact our customers’ 
inclination/capability to 
purchase our products  
and services

The impact of external economic factors on costs and 
customer demand are closely monitored throughout the 
Group and necessary changes are made in products and 
services regularly to compensate

29

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewDivisional review

Strong performance 
in our first year as  
a public company.

30

Saga plcAnnual report and accounts  for the year ending 31 January 2015Financial Services at a glance

Financial Services is Saga’s largest business 
segment and has been operating for over 25 years. 

Trading EBITDA

£210.6m 

Up 7.4%

Total policies sold
Total core

2,679k

Down 0.7% 

Total add-ons

1,999k

Down 10.0%

Motor Insurance
Alongside many of our peers, we have continued to experience 
challenging conditions in the motor market. Prices stabilised 
in the second half of 2014 but since then, there have been no 
meaningful signs of any price increases. We have built our 
strategy for the future on the premise that these market 
conditions will prevail but, should that prove to be overly 
pessimistic, we are very well placed to capitalise on  
any improvement. 

After a period during which the core motor book reduced in 
size as a result of our decision not to chase policy numbers  
in unfavourable market conditions, I am pleased to report  
that core policy numbers for the period are up 1.5% on last 
year. This has been achieved through a renewed focus on 
retention, targeting our marketing efforts and resources  
on maintaining the size of the overall book. 

Over the past ten years, we have chosen to underwrite the 
majority of our core motor policies ourselves. We have done 
this very successfully and it has been highly profitable for us. 
However, our underwriting vehicle, AICL, has been deliberately 
highly risk averse. As a result of this, we do not convert the 
majority of the enquiries we receive on an annual basis for 
motor insurance, despite them coming from ‘Saga customers’. 
As a result we still have a relatively small market share of 
around 8.5%* of the over 50s motor insurance market in the 
UK and we have constrained our ability to grow this. 

As highlighted, the Group is committed to growth whilst 
maintaining a capital efficient and cash generative operating 
model. We are therefore in the process of building a panel 
within our Motor Insurance business that will allow us to 
provide insurance products to more customers by utilising 
other sources of underwriting, capitalising on the power of  
our brand and market position but without needing to commit 
more of our own capital. We also believe that this is an 
extremely attractive proposition for insurers joining the panel. 
Not only do they gain access to a large pool of potential 
customers, but also access to select data which can have 
significant pricing and proprietary value. 

We already operate very effectively with this structure in our 
Home Insurance business and, although we are still in the 
early stages of development, we are seeing strong demand 
from underwriters to be part of the motor panel and the 
indicative prices they are providing are very encouraging.  
We will be providing further updates on our progress during 
the course of this year. 

We announced earlier this year that we plan to acquire, 
subject to regulatory approval, Bennetts, the UK’s leading 
motorbike insurance provider. Upon completion we will add 
over 200,000 motorbike insurance policies to the 18,000 we 
already provided under the Saga brand. 

In many ways this proposed acquisition encapsulates our 
strategy: a growing UK insurance broker with a market-leading 
brand, and where the combined customer base offers great 
potential for both Saga and Bennetts. 77% of Bennetts’ 
customers are over 40, 43% are over 50 and it is a growth 
market with nearly a third of all spending on motorcycling 
activities in 2014 coming from those over 50. This is 
predominantly characterised by the second-time-around biker 
who, with disposable income available, is able to indulge in 
their passion for biking. Additionally, a large proportion of 
Bennetts’ customers have cars and we can now provide 
Bennetts with access to 10.8 million potential new 
customers by using the Saga database. 

Bennetts is the leading brand in the motorbike market in the 
UK and will continue to trade under its own name in the same 
way that has proved so effective with other brands within the 
Group, such as Titan in our Travel business. 

Motor policies sold
Motor core

1,077k

Up 1.5% 

Motor add-ons

1,407k

Down 13.8%

*  GfK NOP at 31 August 2014.

31

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview 
 
Divisional review continued

Homes policies sold
Home core

1,258k

Down 3.4% 

Home add-ons

587k

Up 0.5%

Other Financial Services 
Within Other Financial Services we have continued to deliver 
consistently strong growth. Our activities here are driven by 
Private Medical Insurance (‘PMI’) and Travel Insurance, which, 
in combination, account for 65% of our Trading EBITDA in  
this segment. 

Again, we predominantly focus on building products based  
on customer insight and ensuring the customer experience, 
sourcing the best possible third-party provider for product. 

PMI remains an important area for us and we continue to 
grow policy numbers in a declining market by finding new 
routes to market for our product. 

Our Travel Insurance product, which is separate to the travel 
insurance included in our Travel products, has performed 
exceptionally strongly in the past year. This is a very important 
source of income for us but, equally as important, has 
become a key tool in the acquisition of new names onto the 
database, adding 137,000 names during the period. 

Finally, our high-quality Personal Finance business continues 
to make progress alongside the progress we have made in 
launching Saga Investment Services, our wealth management 
joint venture. During the year we opened an additional 66,000 
new savings accounts, provided 158,000 Saga Credit Cards 
on which £221m was spent last year and delivered 108,000 
share trades.

Other Financial Services policies sold
Other Financial Services core

Other Financial Services add-ons

344k

Up 3.0% 

5k

Up 25.0%

Underwriting
The Group has always taken a deliberately prudent approach 
to underwriting and reserving. As a result, our underwriting 
business, AICL, is very well capitalised. At 31 January 2015, 
we held solvency capital of £161.m, resulting in a Solvency I 
coverage ratio of 277%, which is well above the 200% 
minimum margin required by the regulator. 

With regards to the potential impact of Solvency II, as we have 
stated before, our indicative results indicate that Solvency II 
will not require us to make any additional future capital 
injections into AICL. 

Reserve releases were £57.8m in the period, compared with 
£57.0m in the prior year, without any erosion in the strength of 
our reserves. This is a result of our prudent approach to risk in 
challenging market conditions and a favourable development 
in our claims experience.

Combined operating ratio for Motor

77.9%

Down 10.5 percentage points

Home Insurance
The market for home insurance continues to be highly 
competitive and we have seen market rates fall by 5.7%  
over the twelve months to January 2015. 

We operate a panel of 16 insurers in the home market. AICL 
sits on that panel, but the risk it underwrites is 99% co-
insured and 1% reinsured, meaning we take no underwriting 
risk. The panel continues to become ever more efficient, with 
an increasing number of underwriters bringing a wide range of 
different areas of expertise as well as increasingly competing 
with each other for the business. This, in combination with our 
provision of proprietary predictive data from our database to 
the panel (the ‘Saga factor’), has led to a reduction in the net 
rate at which we can source underwriting for these policies  
by 11.6% over the year, 5.9 percentage points more than 
market rates have fallen. 

We can therefore manage our approach proactively, either 
investing in growing our policy numbers by passing the 
savings on to the customer or retaining a greater margin. 

Moving forward, we will continue to build and refine the panel 
and believe we can grow market share from a relatively low 
base of 6.8% of the UK’s over 50s. 

32

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
Legal Services 
During the year we launched a new product, Saga Legal 
Services. Its development is a stand-out example of 
innovation at work within Saga and the highly effective use  
of the business model and the brand. We identified that  
the market for legal services, such as probate, wills and 
conveyancing, is fragmented, with no trusted dominant 
national brand. Additionally, it is a marketplace where Saga 
can differentiate its offer; service levels play a key role, our 
customer knowledge gives us a competitive advantage and 
cross-selling opportunities can flow from an initial relationship. 

We therefore developed a range of products based on customer 
feedback and found a market-leading supplier. Saga Legal 
Services was launched as a pilot offering, testing the products 
in a real world environment and backed with a small amount 
of marketing. The success of the initial pilot, which attracted 
36,000 quotes and 8,500 instructions, led to enhanced 
marketing support with the launch of a television advertising 
campaign in February 2015. Early signs are that this has had  
a very positive impact and we have now had 45,000 quote 
enquiries and over 10,700 instructions since launch.

Our insurance business is making good early progress on 
delivering the strategy outlined in January of this year. We are 
on track to introduce the motor panel, helping us to deliver a 
broader range of products to customers we could not 
historically serve. We are targeting an increased market share 
in our Home Insurance business, driven by the flexibility 
provided to us by the panel we already have in place. We will 
continue to look for opportunities to expand our product 
offering to solve customer needs, maximise our use of digital 
channels and continue our ongoing drive for efficiencies 
throughout the business.

Outlook
Trading across the insurance businesses has started strongly 
and is line with our expectations.

The UK motor and home markets remain highly competitive 
and we have seen rates continue to be flat in early 2015.  
The launch of our Motor Insurance broking panel later this 
year will allow us to offer even more competitive rates to 
customers, as we have achieved with our Home Insurance 
panel, and further grow our market share. We expect 
continued strong profitability in the year ahead.

Our proactive management of the home insurance panel 
and our use of shared proprietary packaged data with 
the panel, the Saga Factor, leave us well placed to 
capitalise on our pricing advantage for our customers in 
a competitive marketplace. We have an encouraging start 
to year although competitive pressures remain.

Performance in Other Financial Services continues to be 
strong, driven by the success of Travel Insurance and 
Private Medical Insurance. We expect a continued robust 
operating performance.

Travel at a glance

Saga has operated its travel business for over 
60 years. Travel is considered to be the centre 
of the Saga brand and provides positive brand 
associations for the other products and services 
offered by Saga. 

Trading EBITDA

£26.0m

Up 29.4%

Number of passengers

172k

Holiday passengers 
Up 11.0%

336k

Ship passenger days 
Up 6.7%

Travel
We have an excellent, highly regarded travel business that 
includes our tour operator businesses, Saga Holidays, Titan 
and Destinology (which we acquired during the year) and our 
Cruising business which comprises of two ships, the Saga 
Sapphire and the Saga Pearl II.

Travel is central to the history of the Saga Group, a key element 
of our DNA and vitally important to our brand with high levels 
of customer satisfaction and 80% repeat business. This 
excellence was recognised again during the year, when Saga, 
Titan and Destinology won a record 46 awards at the industry 
‘Oscars’ the British Travel Awards, making us the most 
successful and most admired travel organisation in the UK. 

However, in the past few years the team was consciously 
given a remit to limit risk rather than focus on significant 
growth, meaning Travel makes a relatively small financial 
contribution to the Group as a whole. 

With our renewed focus on growth throughout our core 
businesses, this has changed and the Travel team, under  
the leadership of Andrew Strong, has been challenged to 
grow the business.

We have announced a strong start today with the Travel 
business enjoying an excellent year from a financial and 
operational perspective. Both our tour operating and Cruising 
businesses expanded. Overall revenues of £381.3m grew by 
15.2% and Trading EBITDA of £26.0m by 29.4%. We took just 
under 200,000 customers on a holiday or cruise in the last year.

33

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview 
Divisional review continued

Tour operating
We are passionate about our Saga holiday brands, and our 
research shows there is significant additional demand within 
these businesses where our customers want us to take them 
further afield and on more adventurous holidays. 

In July, Saga Holidays successfully launched third party cruise 
products to complement our existing cruise business. This 
part of the business is progressing well and we have taken 
over 2,000 customer bookings on this type of cruise since  
we started. Pleasingly, 74% have never cruised with us before. 
This is also a further strong example of our model in action: 
using first-class third party providers we can offer a broader 
range of products to our current customer base, while 
introducing new customers to the Saga experience. 

In October we launched the sale of Saga Holidays products 
through third party travel agents. As over 50% of our core 
customer demographic will book their holiday through a travel 
agent, this additional distribution channel will drive further 
bookings growth for the future.

During the year we have also upgraded our Saga Holidays 
website to improve the customer journey across PC, tablet 
and mobile. Nearly 27,000 browsers have registered with us 
through our website in the past five months. To complement 
this we have further developed our contact centre capabilities 
offering more flexibility to our customers around choice of 
airport departure. 

Cruising 
Cruising is a vital part of our Travel offering through our 
two ships, the Saga Sapphire and Saga Pearl II. This gives us 
an opportunity for customers to live in our brand for weeks, 
and even months, at a time, trusting us with their wellbeing 
and treating us as a home away from home, is one of the 
most exciting and unique aspects of this business. 

We continue to make the investment required in our cruise 
offering to enhance the customer experience and maintain  
the high levels of customer satisfaction that we see already.  
A major refit of the Sapphire was successfully completed  
in December 2014, enhancing our service capability and 
proposition on board. Load factors were 85% (2014: 77%) 
across both ships and the number of shipping days at 
336,000 was an increase of 6.7% against last year. 

Looking forward, the team will continue to deliver on its 
strategy for growth, including: 

 – continuing to increase and improve the range of products 
offered to our customers through all of our holiday brands

 – delivering an enhanced service proposition, including 
investment in our representatives in resorts and in 
optimising the journey for customers, integrating service 
across customer channels

 – the continuation of the digital transformation throughout 
the Travel business to enhance the customer journey 
and develop on a multi-channel approach to our 
customer interactions. 

Outlook 
Trading across the Travel businesses has started strongly 
and we expect positive growth across all business lines. 

34

Saga plcAnnual report and accounts  for the year ending 31 January 2015Healthcare at a glance

Media at a glance

Saga’s Healthcare Services segment provides 
private home healthcare. 

Trading EBITDA
Continuing

£2.2m 

Discontinued

£9.0m 

The Group’s Media and Central Costs segment 
includes Saga Publishing, which produces and 
markets Saga Magazine, and MetroMail, Saga’s 
own print and mailing house.

Healthcare Services
We remain absolutely committed to continuing to explore the 
market for private home healthcare where we can build a 
relationship directly with the customer. This year we have split  
out the private pay care businesses that previously sat within  
the Allied business – Patricia White’s, Country Cousins and  
Saga SOS – and put them under the control of a dedicated 
management team that is also managing our recently announced 
agreement with Spire Hospitals and our private home healthcare 
pilot which is now in market and making good progress. 

While the contribution of our ongoing Healthcare Services 
operations to the bottom line, with Trading EBITDA of £2.2m, 
was relatively modest last year and will continue to be so in the 
short to medium term, we are excited by the long-term prospects 
in this area. The domiciliary care market in the UK remains highly 
fragmented and, after assessing our accumulated learnings 
from running Allied, we see a significant opportunity for a 
trusted brand offering a convenient, private, digital focused 
service to our target demographic on a national scale.

However, we have decided that the public healthcare part  
of the Allied business, where Saga has no direct relationship 
with the consumer, does not fit with the Saga business model. 
We therefore announced our decision to divest the parts of 
Allied Healthcare that focus on the provision of domiciliary 
care to local authorities and the NHS. 

This part of Allied is the leading provider of domiciliary care  
in the UK, employing more than 15,000 carers, looking after 
the frail and elderly at home. In the past 2-3 years, it has 
developed the very highest standards of clinical care and 
quality oversight of any such company, continues to win  
new contracts from local authorities and the NHS and drive 
efficiencies through the business. As a result of this it 
increased its Trading EBITDA in the last twelve months to 
£9.0m (2014: £7.9m), despite a 9.8% decline in revenues. 

Given this decision, we have written down the value of this 
part of the Healthcare business and, together with the other 
charges in respect of the discontinued business, this has 
given rise to a total charge of £220.2m. These operations 
will be reported as discontinued going forward. We have 
appointed advisers to facilitate the sale and we will keep 
the market updated on progress.

Media
For three decades, Saga Magazine has played a vital role 
connecting millions of Saga customers with content designed 
to enrich their lives. As the UK’s best selling paid-for monthly 
magazine, Saga Magazine remains an integral part of our 
brand story and Saga’s heritage, and a unique way for Saga  
to engage with more than a million people each month.  
At the end of 2014, Saga Magazine celebrated its 30th 
anniversary, a testament to its relevance and longevity. 

As our customers increasingly migrate to mobile, digital and 
online platforms for content consumption and purchasing, our 
Publishing business is accelerating its move to deliver a digital 
and mobile-first approach to content, to ensure we remain as 
relevant to our audience as we were 30 years ago.

Saga Publishing aims to generate the content that fuels our 
customers’ thirst for life and be the number one source of 
information, advice and entertainment to help Saga customers 
navigate life’s complex choices and decisions.

Our Publishing business is placing content at the heart of our 
customer relationships, using content to build customer journeys 
that bridge across all parts of the Saga Group. Our aim is to 
create seamless content and commercial journeys for our 
audience that support the Group’s wider business objectives.

To meet our digital, business and customer challenges, our 
publishing team has been restructured with centralised 
production, marketing and commercial teams supporting 
dedicated digital and print teams, creating engaging content 
across all platforms. A new leadership team has been put in 
place to transform Saga Publishing into a digital-first business, 
capitalising on commercial partnerships, platforms and 
opportunities that digital engagement offers.

Saga Magazine also aims to reinforce its relevance, and become 
a true advocate of the issues facing the UK’s over 50s. With  
a customer-centric view of the world, Saga Magazine will look 
to effect positive change to improve the lives of its audience.

Thirty years ago, the then-revolutionary idea of using content 
to engage customers helped create the enviable relationship 
that we possess with our audience. The same holds true today, 
and Saga Publishing is ensuring it continues to produce a 
vibrant and relevant magazine and digital content that has  
a clear role in inspiring our audience and broadcasting the 
Group’s wider commercial offerings. 

35

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewDivisional review continued

Innovation at a glance

Putting innovation at the centre of the business.

New opportunities 
While we are clear that our core businesses will be the key 
drivers of the growth targeted in the Group’s strategy, we 
continue to identify and pilot new opportunities that we think 
are the right fit for our business model, can provide attractive 
future growth potential and, most importantly, generate 
exceptional customer satisfaction feedback.

Personal Finance 
Personal Finance, which includes the recently announced 
creation of Saga Investment Services, the 50/50 wealth 
management joint venture with Tilney Bestinvest, represents  
a particularly exciting opportunity. 

The over 50s in the UK hold 68% of the nation’s wealth.  
The changes to the rules in relation to pensions, combined 
with the fact that the changing regulatory environment (RDR1 
and RDR2) has led to many existing providers withdrawing 

from the marketplace, creates an opportunity for a new 
provider with a customer-centric approach and a trusted 
brand. 

We have chosen a partner who shares our absolute 
commitment to the customer and, while it is early days,  
we are in the process of configuring a best-in-class set of 
products which we hope to be able to offer to customers 
towards the end of the year.

Retirement villages 
Another area we have highlighted our interest in is retirement 
villages. These are extremely popular in other parts of the 
world but are yet to gain significant traction in the UK. We 
have partnered with Rangeford, a developer of retirement 
villages, to market Wadswick Green, their new village in 
Corsham, Wiltshire. 

We believe that we can add significant value via our marketing 
expertise, insight and customer relationships and we are 
continuing to evaluate the potential to offer ongoing services 
across the areas we already specialise in through our Travel 
and Healthcare businesses.

The Saga opportunity: ideas generation – illustrative examples

Segment

Opportunity

Segment

Opportunity

Segment

Opportunity

Housing 
Costs

£31.9bn

Retirement villages, 
home modification for 
independent living, 
mortgages

Vehicle 
Purchase

£11.2bn

Saga cars, mobility 
services

Takeaways

£5.3bn

Ready meals, 
nutrition advice

Energy 
Costs

£16.8bn

Energy supply/
switching for seniors

Health

£5.7bn

Saga private 
healthcare

Transport 
Fares

£5.0bn

Off peak rail travel 
services

Holidays 
Abroad

£14.9bn

Already operating in 
this segment; 
overseas retirement 
communities

Garden & 
Pet 
Equipment

£7.2bn

Two biggest hobbies 
on the Saga database, 
online catalogues

UK Holidays

£4.5bn

UK short break 
holidays

Wealth

£14.0bn

Single wealth 
management platform

Telephone 
Services

£5.9bn

Saga MVNO, 
smartphone with 
specialised content 
services

Sport & 
Leisure

£3.2bn

Fitness classes

Insurance

£11.7bn

Already operating  
in this segment

Maintenance 
& Repair

£5.4bn

Saga trusted 
tradesmen

Internet

£1.6bn

Digital switching 
services

36

Saga plcAnnual report and accounts  for the year ending 31 January 2015Innovation case studies

Our pilot projects are longer-term initiatives and here 
are three examples.

Retirement villages alongside our partner Rangeford homes. 
They build the homes and we find the customers. It is early 
stages still but progressing well and we are learning quickly 
about how we can move into this fascinating space, offer 
Saga standards of service and make a profit.

Healthcare Our private home healthcare pilot is now under 
way. Over the coming months we will carefully scale it up, 
while we refine the pricing and consumer offer. We know 
that there is a real unmet need in the market for high-quality, 
technologically-enabled care in the home. However, we will 
either do it right or not at all, so we will take our time. We 
have signed a deal with Spire Hospitals to trial a ‘home from 
hospital service’, helping their patients resettle at home after 
a hospital stay.

Legal services This is a great example of innovation at work 
within Saga. We identified that the market for legal services 
was both fragmented and fitted well with our business 
model. We developed a bespoke service, tailored to the 
over 50s’ needs. We have identified the best providers in 
the market and we have now had over 10,700 instructions 
to date. This has now moved beyond the pilot stage, being 
supported by television advertising and will increase in 
profile in the coming months.

37

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewGroup Chief Financial Officer’s Review

Group overview
The Group has delivered strong financial performance in its 
first year as a public company, delivering 9.6% growth in 
like-for-like profit before tax from continuing operations, which 
is shown before tax, one-off IPO and financing costs, new 
interest and debt service costs, and net fair value gains and 
losses on derivatives. The Group has achieved a pro forma 
operating earnings per share of 12.6p. Available cash 
conversion has remained strong, enabling the Board to 
propose a dividend of 4.1p per share, at the top end of the 
payout range communicated at the time of the IPO.

On 15 January 2015, the Group announced its intention to 
divest the local authority section of its healthcare business, 
Allied Healthcare. Accordingly, this has been treated as  
a discontinued operation and is not included in the  
like-for-like analysis. 

Stuart Howard Group Chief Financial Officer

Trading EBITDA
Up 6.0%

£227.4m

Available operating  
cash flow

£170.9m

Group P&L

Revenue

Trading EBITDA
Trading EBITDA % (of gross revenue)

Depreciation/loss on disposal
Amortisation
Interest on available cash

Operating profit
Operating profit %

Exceptional expenses
Net finance costs (pension scheme)

12m to 
Jan 2015

Growth

12m to 
Jan 2014

12m to Jan 2014

Reported

Adjustment1

£900.5m 

0.6% 

£895.4m 

£944.0m 

(£48.6m)

£227.4m 
21.3% 

(£17.3m)
(£11.7m)
£0.0m 

£198.4m 
22.0% 

(£2.4m)
(£0.5m)

6.0% 
0.6% 

£214.5m 
20.7% 

£226.2m 

(£11.7m)

(£20.1m)
(£10.7m)
£1.1m 

7.4% 
1.4% 

£184.8m 
20.6% 

(£27.3m)

(£10.7m)

n/a 

£7.2m 

£0.0m 

£1.1m 

£188.2m 

(£3.4m)

(£6.4m)
(£0.1m)

(£6.4m)

(£0.1m)

£0.0m 

£0.0m 

Like-for-like profit before tax

£195.5m

9.6%

£178.3m

£181.7m 

(£3.4m)

Net fair value gains/(losses) on derivatives

£2.9m 

(£10.4m)

(£10.4m)

£0.0m 

IPO expenses and new debt costs

IPO expenses
Interest on debt and borrowings

(£50.0m)
(£34.6m)

£0.0m 
£0.0m 

£0.0m 

£0.0m 

£0.0m 

£0.0m 

Profit before tax from continuing operations (reported)

£113.8m 

(32.2%)

£167.9m 

£171.3m 

(£3.4m)

Loss after tax for the year from discontinued operations

(£220.2m)

1,130.2% 

(£17.9m)

(£18.3m)

£0.4m 

Tax expense

(£27.4m)

(36.9%)

(£43.4m)

(£43.4m)

£0.0m 

(Loss)/profit after tax

(£133.8m) 

(225.5%)

£106.6m 

£109.6m 

(£3.0m)

Basic earnings per share
Pro forma operating earnings per share
Earnings per share from continuing operations

(Loss)/earnings per share

12.6p
8.6p

(13.4p)

13.5%
(46.3%)

(198.5%)

11.1p
16.0p

13.6p 

38

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
Segmental performance summary

Revenue

Trading EBITDA

Motor Insurance

Home Insurance

Other Financial Services

Travel

Healthcare Services

Media and Central Costs

Motor Insurance

Home Insurance

Other Financial Services

Travel

Healthcare Services

Media and Central Costs

12m to  

Jan 2015

£312.0m 

£91.8m 

£94.3m 

£498.1m 

£381.3m 

£4.3m 

£16.8m 

£900.5m

£104.2m

£64.5m

£41.9m

£210.6m

£26.0m

£2.2m

(£11.4m)

Growth

(12.2%)

1.4% 

(2.7%)

(8.2%)

12m to  

Jan 2014

12m to Jan 2014

Reported

Adjustment1

£355.2m 

£355.2m 

£90.5m 

£96.9m 

£90.5m 

£96.9m 

£542.6m 

£542.6m 

£0.0m 

£0.0m 

£0.0m 

£0.0m 

15.2% 

£331.0m 

£379.6m 

(£48.6m)

(8.5%)

(1.8%)

0.6%

8.9%

2.2%

12.3%

7.4%

29.4%

(18.5%)

159.1%

£4.7m 

£17.1m 

£4.7m 

£17.1m 

£0.0m 

£0.0m 

£895.4m

£944.0m

(£48.6m)

£95.7m

£63.1m

£37.3m

£196.1m

£20.1m

£2.7m

(£4.4m)

£96.7m

£63.1m

£37.3m

£197.1m

£27.8m

£2.7m

(£1.4m)

(£1.0m)

£0.0m

£0.0m

(£1.0m)

(£7.7m)

£0.0m

(£3.0m)

£227.4m

6.0%

£214.5m

£226.2m

(£11.7m)

Revenue
During the financial year ended 31 January 2015, the Group 
generated total revenue from continuing operations of 
£900.5m (2014: £895.4m), which was up 0.6%. Financial 
Services revenue was £498.1m, which was down £44.5m 
(8.2%) reflecting the general reduction in motor market 
premiums. Travel revenue increased by £50.3m (15.2%) to 
£381.3m, with growth from both Holidays and Cruising; the 
acquisition of Destinology contributed £26.2m (52.1%) of the 
total Travel revenue increase.

Trading EBITDA
The Group delivered a £12.9m (6.0%) increase in Trading  
EBITDA from continuing operations to £227.4m (2014: £214.5m). 
The Financial Services and Travel businesses saw increases 
in Trading EBITDA of £14.5m (7.4%) and £5.9m (29.4%) 
respectively, although this was partially offset by a £7.0m 
increase in Media and Central Costs, driven by higher central 
administrative costs as a result of becoming a plc.

Trading EBITDA as a percentage of gross revenue (which 
represents total sales to customers and includes the third-party 
element of premiums not underwritten by the Group) was 21.3%.

Operating profit
At the operating profit level, the Group delivered a £13.6m 
(7.4%) increase to £198.4m (2014: £184.8m). 

This was in line with Trading EBITDA combined with lower 
depreciation and loss on disposal costs, which were down 
£2.8m and were offset against a £1.0m increase in amortisation.

Like-for-like profit before tax
The Group did not exist in a comparable form in the prior year, 
and therefore like-for-like profit before tax has been included 
to facilitate meaningful year-on-year comparison. Like-for-like 
profit before tax from continuing operations is shown before 
tax, one-off costs associated with the IPO and the issuance 
of the Group’s own debt facilities, interest and service costs 
associated with this debt for which there is no comparative 
cost, and net fair value gains and losses on derivatives.

The increase in operating profit together with lower 
exceptional expenses, which were down £4.0m due to lower 
restructuring costs, has flowed through to like-for-like profit 
before tax, which was £17.2m (9.6%) higher at £195.5m.

Profit before tax
Profit before tax from continuing operations on a statutory 
reporting basis was £113.8m. This was £54.1m lower than 
the previous year (2014: £167.9m) reflecting the £17.2m 
increase in like-for-like profit before tax and a £13.3m 
favourable movement on derivative financial instrument 
gains and losses year-on-year, offset by £50.0m of one-off 
exceptional expenses incurred as a result of the flotation of 
the Group and interest on debt and borrowings of £34.6m for 
which there was no comparable charge in the previous year.

1  Adjustments have been made to the comparative period to enable like-for-like comparison between the two periods. 

  For revenue, adjustments relate to the Travel business and reflect the retirement of one of the Group’s ships, the Saga Ruby, and the cessation of some small 

Holidays businesses. 

  For operating profit, adjustments reflect the retirement of the Saga Ruby and the ceased Holidays businesses, together with the removal of a one-off benefit 

within the Media and Central Costs segment in respect of a deferred grant and a one-off release of accruals within the Motor Insurance segment.

39

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewGroup Chief Financial Officer’s Review
continued

The favourable year-on-year movement in derivative gains  
and losses reflects a net loss in the prior year of £10.4m 
moving to a net gain in the current year. These gains and 
losses arise on the Group’s currency and fuel hedging activity, 
which the Group excludes from Trading EBITDA due to their 
distorting impact as the derivatives move in and out of the 
money over the period through to delivery date.

Whilst the Group has always maintained a comprehensive 
economic hedging strategy for currency, fuel oil and interest 
rate risk, the conversion to IFRS during the IPO process 
prohibited the retrospective application of hedge accounting. 
The Group implemented hedge accounting for the majority  
of its new foreign exchange derivatives with effect from 
1 February 2014, and for a proportion of its new fuel oil 
derivatives with effect from 1 August 2014. Therefore, the 
volatility associated with the movement in derivative fair  
values is expected to reduce in future years.

Finance charges
During the year, total interest on debt and borrowings of 
£34.6m was charged to the Income Statement. There was  
no equivalent cost in the previous year for the Group’s debt 
financing. The charge of £34.6m comprises £12.1m of one-off 
expenses, namely costs incurred on issue of £5.9m and costs 
expensed on repayment of £550.0m of principal of £6.2m, 
and ongoing debt service costs of £22.5m, comprising the 
amortisation of the remaining costs over the life of the debt of 
£2.4m and other ongoing fees and interest paid and accrued 
of £20.1m.

Tax expense
The Group’s tax expense of £27.4m reduced by £16.0m  
from the previous year. This reflects the tax deductions for 
allowable IPO expenses and the finance cost of the new debt, 
together with a reduction in the corporation tax rate.

Earnings per share
The Group’s basic loss per share for the financial year ending 
31 January 2015 was 13.4p.

However, given the exceptional expenses and new interest 
costs incurred in the period, it is more meaningful to consider 
post-tax operating earnings per share on a pro forma basis 
to enable a like-for-like comparison across periods. 

To do this, an interest charge has been made to reflect a cost 
for the £1.25bn of debt which was provided to the Group via 
intercompany loans by an intermediate parent company up 
until 25 April 2014. The charge has been calculated using the 
rate specified in the Group’s Senior Facilities Agreement for 
a level of debt of £1.25bn.

A charge has also been made to the additional costs incurred 
in connection with being a plc which were not incurred as a 
private company. These costs include the costs of additional 
senior staff, notably the new Group Chief Executive Officer, 
Non-Executive Directors and Investor Relations function, 
together with additional costs associated with the regulatory 
requirements. The charge has been made to include a full year 
of these costs in both periods.

Basic post-tax pro forma operating earnings per share from 
continuing operations for the year was 12.6p (2014: 11.1p), 
which is an increase of 13.5%.

Reconciliation of like-for-like profit before tax to post-tax pro forma 
operating earnings

Like-for-like profit before tax

Adjustments:
  Exceptional expenses
  Ongoing debt service costs

Pro forma adjustments:

Interest charge

  Plc costs
  Tax effect of adjustments

Tax expense

12m to 
Jan 2015

£195.5m

Growth

9.6%

12m to 
Jan 2014

£178.3m 

£2.4m
(£22.5m)

(£20.1m)

(£14.1m)
(£1.8m)
£3.4m 

(£12.5m)

(£36.9m)

£6.4m
£0.0m 

£6.4m 

(£61.3m)
(£4.5m)
£16.0m 

(£49.8m)

(£46.5m)

Post-tax pro forma operating earnings

£126.0m

42.5%

£88.4m

Pro forma operating earnings per share

12.6p

13.5%

11.1p 

40

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
Dividends
Strong profit delivery and continued high levels of cash 
conversion have enabled the Group to beat its target reduction 
of the net debt to Trading EBITDA ratio of 0.5 times per year. 
The ratio reduced by 0.6 times to 2.5 times during the nine 
months from the IPO to the end of the financial year, which 
has allowed the Board to propose a dividend of 4.1p per 
share. This dividend is at the top end of the payout range 
detailed in the Prospectus, and reflects the period following 
the flotation.

This dividend will be paid on 30 June 2015 to holders of 
ordinary shares on the register at the close of business  
on 5 June 2015.

Cash flow and liquidity
The Group maintained a strong cash flow performance in the 
year to 31 January 2015, achieving an available operating 
cash flow of £170.9m, or 72.3% of Trading EBITDA. This 
reduced by £25.8m (13.1%) on the previous year, as a greater 
proportion of Trading EBITDA came from the restricted trading 
businesses within Financial Services and Travel in the financial 
year to 31 January 2015 when compared with the previous 
year, which will flow through to available cash in the following 
year, coupled with increased capital investment in IT systems 
in the Insurance business.

Trading EBITDA

  From continuing businesses
  From discontinued businesses

  Total

Less Trading EBITDA from restricted businesses

Working capital and non-cash items (including dividends paid from underwriting vehicle 
and Travel business)

Capital expenditure funded with available cash

Available operating cash flow

Available operating cash flow %

12m to 
Jan 2015

£227.4m 
£9.0m

£236.4m

(£78.8m)

Growth

6.0%
13.9%

6.3%

83.7%

12m to 
Jan 2014

£214.5m
£7.9m

£222.4m

(£42.9m)

£30.1m

8.3%

£27.8m 

(£16.8m)

58.5%

(£10.6m)

£170.9m 

(13.1%)

£196.7m 

72.3%

(16.1%)

88.4%

The acquisition of Destinology on 13 August 2014 was funded by cash held by the Travel division which is not available to be 
used by the Group for purposes outside of the Travel division. As a consequence, the release of the Travel division’s surplus 
cash to the rest of the Group was reduced by £5.5m. 

Available operating cash flow reconciles to net cash flows from operating activities as follows:

Net cash flows from operating activities (reported)

Exclude cash impact of:
  Trading of restricted divisions
  Cash released from restricted divisions
  Exceptional expenses

Interest paid
  Debt issue costs

Capital expenditure funded from available cash

Exclude ‘non-operating’ interest and tax cash flows

12m to 
Jan 2015

£155.3m

(£53.2m)
£26.5m 
£7.2m 
£19.7m 
£22.6m

£22.8m

(£16.8m)

£9.6m 

 12m to 
Jan 2014

£174.1m

(£48.4m)
£9.0m 
£15.6m 
£0.0m 
£0.0m

(£23.8m)

(£10.6m)

£57.0m 

Available operating cash flow

£170.9m 

£196.7m 

41

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview 
 
Group Chief Financial Officer’s Review
continued

Financing
On 25 April 2014, the Group raised new financing of £1.25bn, 
and later utilised the £550.0m of proceeds raised via the  
IPO to repay the gross debt down to £700.0m. The debt 
matures in 2019. Interest is incurred at a variable rate of 
LIBOR plus 2.25%.

To protect the Group from significant LIBOR increases, 
instruments are in place which cover £510.0m of the debt 
and cap LIBOR at 3.0% until June 2016.

Over the year, the total deficit on an IAS 19 basis for all three 
schemes increased by £30.8m to £55.1m (2014: £24.3m). This 
has been driven by a £77.6m increase in the present value  
of the total defined benefit obligations to £321.4m (2014: 
£243.8m), offset by a £46.8m increase in the fair value of the 
scheme assets to £266.3m (2014: £219.5m). The significant 
increase in the present value of future obligations has been 
driven by the dramatic fall in gilt yields seen at the end of 
2014, leading to a reduction in the discount rate applied to 
value future liabilities.

The Group has access to a revolving credit facility of £150.0m 
on a next day basis. This amount has not been drawn in cash 
although the Group has used £31.0m of it to secure various 
regulatory bonds and other guarantees.

By scheme, the deficit at 31 January 2015 comprises £40.4m 
on the Saga scheme and £14.7m on the Nestor schemes. 
The Nestor scheme liability has been included in liabilities 
held for sale.

The pro forma starting net debt to Trading EBITDA ratio for the 
Group, which has been adjusted to treat all IPO and refinancing 
costs as paid at that date, was 3.1 times. Since then, cash 
generation and Trading EBITDA growth has reduced this ratio 
by 0.6 times to 2.5 times as at 31 January 2015.

Pensions
The Group operates three funded defined benefit schemes. 
The Saga Pension Scheme (‘Saga scheme’) is open to new 
members who accrue benefits on a career average salary 
basis. The two remaining schemes, the Nestor Healthcare 
Group Retirement Benefits Scheme and the Healthcall Group 
Limited Pension Scheme (‘Nestor schemes’) are closed and 
have very few active members.  

Actuarial valuations for funding purposes were performed on 
the Nestor Healthcare Group Retirement Benefits Scheme as 
at 5 April 2012, and on the Healthcall Group Limited Pension 
Scheme as at 31 October 2012. Following these valuations, 
recovery plans were put in place for these schemes, costing 
£3.4m annually. 

During the year a funding valuation was performed for the 
Saga scheme as at 31 January 2014 which showed a deficit 
of £15.6m at that date. Further to this valuation, the Group  
has agreed a recovery plan for the Saga scheme under which 
it will contribute an additional £2.0m per year for ten years, 
commencing in February 2015.

At 31 January 2015

Fair value of scheme assets 
Present value of defined benefit obligation 

Defined benefit scheme liability

At 31 January 2014

Fair value of scheme assets 
Present value of defined benefit obligation 

Defined benefit scheme liability

Saga 
scheme

£212.3m 
(£252.7m)

(£40.4m)

Saga 
scheme  

£171.2m 
(£186.1m)

(£14.9m)

Nestor 
schemes

£54.0m 
(£68.7m)

(£14.7m)

Nestor  

schemes

£48.3m 
(£57.7m)

(£9.4m)

Total

£266.3m 
(£321.4m)

(£55.1m)

Total

£219.5m 
(£243.8m)

(£24.3m)

Significant balance sheet movements not considered elsewhere
Total assets and liabilities have reduced by £1,163.1m and 
£1,027.4m respectively over the year, which reflects the 
repayment or cancellation of balances with parent 
undertakings in preparation for the listing of the Group on the 
London Stock Exchange and the write-down of the goodwill 
associated with the Allied Healthcare business.

The repayment or cancellation of balances with parent 
undertakings reduced total assets by £1,030.7m and reduced 
total liabilities by £1,779.9m. Total liabilities then increased  
by £700.0m following the drawing of the Group’s own  
debt facilities to replace those previously provided by an 
intermediate parent via the repaid liabilities – the outstanding 
bank debt liability net of unamortised costs at 31 January 
2015 is £692.2m.

42

Goodwill has reduced by £164.8m to £1,471.4m. This 
reduction reflects a £177.8m write-down as part of the 
classification of the Allied Healthcare business as held for 
sale, partially offset by £13.0m additional goodwill arising  
on the acquisition of Destinology. The classification of the 
Allied Healthcare business as held for sale also required the 
write-down of intangible fixed assets by £19.9m, offset by 
those acquired with Destinology totalling £20.8m. Overall, 
other intangible fixed assets have reduced by £12.6m to 
£34.8m driven by the amortisation charge for the year.

The classification of Allied Healthcare as held for sale also 
accounts for £52.6m of the reduction in trade receivables 
(down £52.7m to £163.7m), as these receivables at 31 January 
2015 of £40.4m are included within the total assets held for 
sale of £47.7m.

Saga plcAnnual report and accounts  for the year ending 31 January 2015Financial Services
Financial Services revenue has fallen by £44.5m (8.2%) to £498.1m over the course of the year. This is almost entirely driven by 
the Motor Insurance business where revenues are down £43.2m as a result of the continued reduction in average premiums 
within the motor market. 

Core policies are broadly flat year-on-year (down 0.7% to 2,679k) although add-on policies have fallen by 10.0% to 1,999k 
following the implementation of regulatory changes across the industry over the sale of add-ons.

Despite the reduction in revenue, the Financial Services businesses have delivered a £14.5m (7.4%) increase in Trading EBITDA 
to £210.6m. This has been driven by a very strong underwriting (‘UW’) performance on the Group’s core underwritten Motor 
business – up £19.8m to £78.5m for the year (2014: £58.7m) – offset by a £7.8m decrease in Motor ancillaries, as detailed in 
the following Motor Insurance section.

 12m to Jan 2015

12m to Jan 2014

 Core 

UW  Ancillary

Broking/
Other

Total 
Financial 
Services

Growth

Core 
UW

Ancillary

Broking/
Other2

Total 
Financial 
Services

£280.7m 

£51.2m 

£334.5m 

£666.4m 

(2.4%)

£318.5m 

£58.6m  £305.8m 

£682.9m 

£280.7m 

£51.0m  £166.4m  £498.1m 

(8.2%) £318.5m 

£58.4m  £165.7m  £542.6m 

£109.6m 
39.0% 

£43.6m  £140.3m  £293.5m 
44.0% 
41.9% 

85.2% 

4.3% 
2.8% 

£89.3m 
28.0% 

£51.2m  £140.8m  £281.3m 
41.2% 
46.0% 

87.4% 

Gross revenue

Revenue

Gross profit
Gross profit % 

Operating expenses

(£44.2m)

(£9.0m)

(£55.8m)

(£109.0m)

1.2% 

(£45.7m)

(£8.4m)

(£53.6m)

(£107.7m)

Investment return

£17.1m 

£0.2m 

£0.0m 

£17.3m 

13.1% 

£15.1m 

£0.2m 

£0.0m 

£15.3m 

Joint venture

£0.0m 

£0.0m 

£1.2m 

£1.2m 

100.0% 

£0.0m 

£0.0m 

£0.0m 

£0.0m 

Operating profit

Operating profit % 

Add back depreciation  
and amortisation

Trading EBITDA

Trading EBITDA %

Number of policies sold:
– core

– add-ons

£82.5m 

£34.8m 

£85.7m  £203.0m 

7.5% 

£58.7m 

£43.0m 

£87.2m  £188.9m 

29.4% 

68.0% 

25.6% 

30.5% 

2.8% 

18.4% 

73.4% 

28.5% 

27.7% 

£3.6m 

£0.4m 

£3.6m 

£7.6m 

5.6% 

£4.1m 

£0.3m 

£2.8m 

£7.2m 

£86.1m 

£35.2m 

£89.3m  £210.6m 

7.4% 

£62.8m 

£43.3m 

£90.0m  £196.1m 

30.7% 

68.8% 

26.7% 

31.6% 

2.9% 

19.7% 

73.9% 

29.4% 

28.7% 

981k 

n/a 

981k 

22k 

1,676k 

1,911k 

1,933k 

88k 

1,764k 

2,679k 

1,999k 

4,678k 

(0.7%)

1,014k 

4k 

1,679k 

(10.0%)

n/a 

(4.9%)

1,014k 

2,142k 

2,146k 

79k 

1,758k 

2,697k 

2,221k 

4,918k 

Gross written premiums

£241.6m 

£60.0m  £306.0m 

£607.6m 

(5.3%)

£270.5m 

£61.9m 

£309.2m 

£641.6m 

2 

 Adjustments have been made to the comparative period to enable a like-for-like comparison between the two periods, by removing a one-off release  
of £1.0m of accruals from operating expenses.

Individual analysis of the Motor Insurance, Home Insurance and Other Financial Services businesses is provided on the 
following pages.

43

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview 
 
Group Chief Financial Officer’s Review
continued

Motor Insurance
The reduction in average premiums within the motor market over the course of 2013 has continued this year, driven by 
reductions in claims costs and competitive pricing from a number of insurers. Despite this, the Group has grown the volume  
of its core Motor policies by 1.5% to 1,077k policies.

The Group’s careful pricing strategy has delivered a relative reduction in claims costs compared with revenue, which, coupled 
with a consistent level of reserve releases, has driven a strong growth in Trading EBITDA.  

Gross revenue
Revenue

Gross profit
Gross profit %

12m to Jan 2015

Core 

UW Ancillary

Broking/ 
Other

Total 
Motor

Growth

Core 
UW

£240.8m 
£240.8m 

£35.4m 
£35.2m 

£65.1m 
£341.3m 
£36.0m  £312.0m 

(5.9%)

£275.9m 
(12.2%) £275.9m 

12m to Jan 2014

Ancillary

£42.1m 
£41.9m 

Broking/ 
Other3

Total 
Motor

£44.6m 
£362.6m 
£37.4m  £355.2m 

£101.7m 
42.2% 

£31.1m 
87.9% 

£11.1m  £143.9m 
42.2% 

17.1% 

5.6% 
4.6% 

£84.7m 
30.7% 

£38.5m 
91.4% 

£13.1m  £136.3m 
37.6% 

29.4% 

Operating expenses

(£42.2m)

(£8.2m)

(£8.7m)

(£59.1m)

0.0% 

(£44.0m)

(£7.8m)

(£7.3m)

(£59.1m)

Investment return

£15.6m 

£0.0m 

£0.0m 

£15.6m 

10.6% 

£14.1m 

£0.0m 

£0.0m 

£14.1m 

Operating profit

Operating profit %

Add back depreciation  
and amortisation

Trading EBITDA

Trading EBITDA %

Number of policies sold:

 – core
 – add-ons

£75.1m 

£22.9m 

£2.4m  £100.4m 

10.0% 

£54.8m 

£30.7m 

£5.8m 

£91.3m 

31.2% 

64.7% 

3.7% 

29.4% 

4.2% 

19.9% 

72.9% 

13.0% 

25.2% 

£3.4m 

£0.0m 

£0.4m 

£3.8m 

(13.6%)

£3.9m 

£0.0m 

£0.5m 

£4.4m 

£78.5m 

£22.9m 

£2.8m  £104.2m 

8.9% 

£58.7m 

£30.7m 

£6.3m 

£95.7m 

32.6% 

64.7% 

4.3% 

30.5% 

4.1% 

21.3% 

72.9% 

14.1% 

26.4% 

947k 
n/a 

947k 

22k 
1,324k 

1,346k 

108k 
83k 

191k 

1,077k 
1,407k 

1.5% 
(13.8%)

2,484k 

(7.8%)

978k 
n/a 

978k 

4k 
1,558k 

1,562k 

79k 
75k 

1,061k 
1,633k 

154k 

2,694k 

Gross written premiums

£235.0m 

£37.9m 

£32.0m  £304.9m 

(8.7%)

£263.3m 

£41.6m 

£29.0m  £333.9m 

3  Adjustments have been made to the comparative period to enable a like-for-like comparison between the two periods, by removing a one-off release of £1.0m 

of accruals from operating expenses.

Revenue
The Motor Insurance business generated revenue of £312.0m, 
£43.2m (12.2%) lower than the previous year (2014: £355.2m). 

Revenue from core underwriting reduced by £35.1m (12.7%) 
driven by the impact of lower claims costs and market 
conditions on average premiums, and a small reduction (3.2%) 
in the number of core Motor policies underwritten by the 
Group. This reduction in policies was more than offset by 
a 56.6% increase in broker and ancillary core policies, 
resulting in an overall increase in core policies of 1.5%.

Gross profit
Motor Insurance as a whole generated gross profit of £143.9m, 
which was £7.6m (5.6%) higher than the previous year 
(2014: £136.3m).

Gross profit from the core underwritten Motor business 
increased by £17.0m, driven by a 12.7 percentage point 
improvement in the reported loss ratio. This was due to 
a significant improvement in claims experience driving a 
marked decrease in current year claims costs (down 22.7% 
to £180.0m) and a consistent level of reserve releases.

Ancillary revenue was down £6.7m (16.0%), which was 
primarily due to a 234k (15.0%) reduction in add-on policy 
sales as a result of enhanced operational controls introduced 
during the course of 2013 following the implementation of 
regulatory changes across the industry over the sale of 
add-ons.

Revenue from broking and other activities was down 3.7% to 
£36.0m driven by lower average premiums, which have been 
partially offset by a 37k (24.0%) increase in policies sold.

The reduction in claims costs reflects the 12.5% reduction in 
premium (item A in the following table), improved risk selection 
and favourable claims experience, mainly in relation to bodily 
injury claims.

Claims handling costs for the Motor core underwriting 
business were largely flat against the previous year, and total 
expenses were down £1.8m (4.1%); however, net earned 
premiums reduced at a greater rate (12.5%) leading to an 
increase in the expense ratio of 2.2 percentage points.

44

Saga plcAnnual report and accounts  for the year ending 31 January 2015The net result was a 10.5 percentage point improvement in 
the reported combined operating ratio year-on-year to 77.9%.

Ancillary gross profit was down £7.4m (19.2%) as a result of 
lower add-on sales, and gross profit from broking and other 
activities was down £2.0m (15.3%).

Operating profit from core underwriting was up £20.3m 
(37.0%), as the improvement in gross profit flowed through  
to the bottom line, coupled with a £1.8m (4.1%) reduction in 
operating expenses in line with volumes and a £1.5m (10.6%) 
increase in investment returns.

Operating profit and Trading EBITDA
The business delivered operating profit of £100.4m and 
Trading EBITDA of £104.2m, which were up £9.1m (10.0%) 
and £8.5m (8.9%) respectively year-on-year.

The reduction in ancillary gross profit flowed through to 
operating profit, which was down £7.8m (25.4%).

Similarly, the reduction in gross profit from broking and other 
activities flowed through to operating profit, which was down 
£3.4m (58.6%).

Motor core underwriting P&L

Net earned premium
Instalment income
Other income

Revenue

Claims costs
Reserve releases
Claims handling

Total cost of sales

Gross profit

Total expenses

Investment return

Operating profit

Add back depreciation and amortisation

Trading EBITDA

Reported loss ratio
Expense ratio
Reported combined operating ratio

Pure combined operating ratio

A

B
C
D

E

F

12m to 
Jan 2015

£232.8m
£3.6m
£4.4m

Growth

(12.5%)
(25.0%)
(12.0%)

12m to 
Jan 2014

£266.1m
£4.8m
£5.0m

£240.8m

(12.7%)

£275.9m

(£180.0m)
£52.6m
(£11.7m)

(£139.1m)

(22.7%)
(1.7%)
(1.7%)

(27.2%)

(£232.8m)
£53.5m 
(£11.9m)

(£191.2m)

£101.7m

20.1%

£84.7m

(£42.2m)

(4.1%)

(£44.0m)

£15.6m

10.6%

£14.1m

£75.1m

37.0%

£54.8m

£3.4m

(12.8%)

£3.9m

£78.5m

33.7%

£58.7m

(B+C)/A
(D+F)/A
(E+F)/A

54.7%
23.2%
77.9%

(B+D+F)/A

100.5%

12.7%
(2.2%)
10.5%

8.0%

67.4% 
21.0% 
88.4% 

108.5%

45

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview 
 
Group Chief Financial Officer’s Review
continued

Home Insurance
The home insurance industry saw a fall in average market premiums over the course of 2013/14, particularly for buildings 
cover, as favourable weather conditions led to lower claims costs. However, average net rates provided by the Group’s panel of 
home insurers fell faster than the market, and the Group was able to pass on these net rate reductions to its customers 
thereby improving its competitive position whilst maintaining overall profitability. 

Gross revenue
Revenue

Gross profit
Gross profit % 

12m to Jan 2015 

Ancillary 
UW

Core Broking/ 
Co-insured

£15.8m 
£15.8m 

£12.5m 
79.1% 

£157.7m 
£76.0m 

£74.8m 
47.4% 

Total 
Home

£173.5m 
£91.8m 

£87.3m 
50.3% 

Operating expenses

(£0.8m)

(£24.6m)

(£25.4m)

Investment return

£0.2m 

£0.0m 

£0.2m 

£11.9m 

£50.2m 

£62.1m 

75.3% 

31.8% 

35.8% 

12m to Jan 2014

Ancillary 
UW

Core Broking/ 
Co-insured

£16.5m 
£16.5m 

£12.7m 
77.0% 

£181.3m 
£74.0m 

£73.4m 
40.5% 

Total 
Home

£197.8m 
£90.5m 

£86.1m 
43.5% 

(£0.6m)

(£24.4m)

(£25.0m)

£0.2m 

£0.0m 

£0.2m 

£12.3m 

£49.0m 

£61.3m 

74.5% 

27.0% 

31.0% 

Growth

(12.3%)
1.4% 

1.4% 
6.8% 

1.6% 

0.0% 

1.3% 

4.8% 

Operating profit

Operating profit %

Add back depreciation  
and amortisation

Trading EBITDA

Trading EBITDA %

Number of policies sold:

– core
– add-ons

£0.4m 

£2.0m 

£2.4m 

33.3% 

£0.3m 

£1.5m 

£1.8m 

£12.3m 

£52.2m 

£64.5m 

77.8% 

33.1% 

37.2% 

n/a 
587k 

587k 

1,258k 
n/a 

1,258k 

1,258k 
587k 

1,845k 

2.2% 

5.3% 

(3.4%)
0.5% 

(2.2%)

(6.9%)

£12.6m 

£50.5m 

£63.1m 

76.4% 

27.9% 

31.9% 

n/a 
584k 

584k 

1,302k 
n/a 

1,302k 

1,302k 
584k 

1,886k 

£20.3m 

£175.2m 

£195.5m 

Gross written premiums

£22.1m 

£159.9m 

£182.0m 

Revenue
The Home Insurance business generated revenue of  
£91.8m, an increase of £1.3m (1.4%) on the previous year 
(2014: £90.5m).

Revenue from the core Home product, which is underwritten 
by a panel of third party insurers, was up £2.0m (2.7%) from 
£74.0m to £76.0m. Lower net rates from the panel led to a 
reduction in gross written premiums charged to the customer, 
which were down £15.3m (8.7%) year-on-year.

Revenue from the ancillary products that are underwritten by 
the Group was down marginally by £0.7m (4.2%) from £16.5m 
to £15.8m.

Gross profit
Overall, Home Insurance generated gross profit of £87.3m, 
which was up £1.2m (1.4%) year-on-year. 

Claims handling costs have increased by £0.8m as a result of 
the Group selling a greater share of its Home policies through 
its co-insurance arrangement, where policies are administered 
within the Group but are underwritten by the New India 
Assurance Company Ltd. However, this has been matched by 
higher reserve releases resulting in cost of sales being largely 
flat at £4.5m and allowing the upside on revenue to flow 
through to gross profit.

Operating profit and Trading EBITDA
The business delivered operating profit of £62.1m and  
Trading EBITDA of £64.5m from its Home Insurance trading, 
which were up £0.8m (1.3%) and £1.4m (2.2%) respectively 
year-on-year.

46

Saga plcAnnual report and accounts  for the year ending 31 January 2015Other Financial Services
Trading in Other Financial Services has been solid, with increases in Travel Insurance sales, growth in the return from our Saga 
Law joint venture and increases in profit from the underwriting of third party products all contributing to an uplift in operating 
profit and Trading EBITDA. 

12m to Jan 2015

12m to Jan 2014

Gross revenue
Revenue

Gross profit
Gross profit %

Core 
UW

Core Broking/ 
Other

£39.9m 
£39.9m 

£7.9m 
19.8% 

£111.7m 
£54.4m 

£54.4m 
48.7% 

Total 
Other 
Financial 
Services

£151.6m 
£94.3m 

£62.3m 
41.1% 

Operating expenses

(£2.0m)

(£22.5m)

(£24.5m)

Core 
UW

Core Broking/ 
Other

£42.6m 
£42.6m 

£4.6m 
10.8% 

£79.9m 
£54.3m 

£54.3m 
68.0% 

Total 
Other
Financial 
Services

£122.5m 
£96.9m 

£58.9m 
48.1% 

(£1.7m)

(£21.9m)

(£23.6m)

Growth

23.8% 
(2.7%)

5.8% 
(7.0%)

3.8% 

Investment return

Joint venture

Operating profit

Operating profit %

Add back depreciation  
and amortisation

Trading EBITDA

Trading EBITDA %

Number of policies sold:

– core
– add-ons

£1.5m 

£0.0m 

£7.4m 

18.5% 

£0.2m 

£7.6m 

19.0% 

34k 
n/a 

34k 

£0.0m 

£1.2m 

£1.5m 

50.0% 

£1.2m 

100.0% 

£33.1m 

£40.5m 

29.6% 

26.7% 

11.6% 

(2.9%)

£1.2m 

£1.4m 

40.0% 

£34.3m 

£41.9m 

30.7% 

27.6% 

310k 
5k 

315k 

344k 
5k 

349k 

12.3% 

(2.8%)

3.0% 
25.0% 

3.3% 

£1.0m 

£0.0m 

£3.9m 

9.2% 

£0.2m 

£4.1m 

9.6% 

36k 
n/a 

36k 

£0.0m 

£0.0m 

£1.0m 

£0.0m 

£32.4m 

£36.3m 

40.6% 

29.6% 

£0.8m 

£1.0m 

£33.2m 

£37.3m 

41.6% 

30.4% 

298k 
4k 

302k 

334k 
4k 

338k 

Gross written premiums

£6.6m 

£114.1m 

£120.7m 

7.6% 

£7.2m 

£105.0m 

£112.2m 

Number of Personal 
Finance customers

n/a 

0.3m 

0.3m 

0.0% 

n/a 

0.3m 

0.3m 

Revenue
Other Financial Services generated revenue of £94.3m, which 
was down £2.6m (2.7%) on the previous year (2014: £96.9m).

Gross profit from broking and non-insurance trading activity 
was broadly flat in line with revenue, as this tranche of 
business has no cost of sales.

Revenue from broking and non-insurance trading was broadly 
flat year-on-year at £54.4m. Broking policies sold were up  
13k (4.3%) and broking gross written premiums were up 
£9.1m (8.7%) due to increased Travel Insurance sales and  
a greater proportion of annual travel policies being sold,  
which carry a higher premium than single trip policies.  
This resulted in higher commission revenue from the Travel 
Insurance product, which was offset by lower commission  
on non-insurance products.

Core underwriting activity generated revenue of £39.9m,  
a reduction of £2.7m (6.3%) on the previous year. This was 
due to lower premiums being earned on third party insurance 
underwritten by the Group.

Gross profit
Gross profit of £62.3m generated across Other Financial 
Services as a whole increased by £3.4m (5.8%) on the 
previous year (2014: £58.9m).

Gross profit from core underwriting activity was up £3.3m 
(71.7%) due to higher reserve releases.

Operating profit and Trading EBITDA
The Group delivered operating profit of £40.5m and Trading 
EBITDA of £41.9m in its Other Financial Services business, 
which were up £4.2m (11.6%) and £4.6m (12.3%) respectively 
against the previous year.

Growth in our Saga Law joint venture delivered a net return of 
£1.2m. This was offset against an increase in operating 
expenses, resulting in a £0.7m (2.2%) year-on-year improvement 
in operating profit from broking and non-insurance trading as a 
whole. £0.4m of the increase in operating expenses was due to 
an increase in depreciation costs, and therefore Trading EBITDA 
increased by £1.1m (3.3%) year-on-year.

The increase in gross profit from core underwriting activity flowed 
through to the bottom line, with operating profit and Trading 
EBITDA up £3.5m (89.7%) and £3.5m (85.4%) respectively.

47

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewGroup Chief Financial Officer’s Review
continued

Insurance underwriting
Reserving
The Group’s prudent approach to underwriting and reserving has facilitated reserve releases in most financial years. Reserves are 
regularly assessed by the Group’s internal actuarial team and are reviewed annually by external professional actuaries. Due to the 
uncertainties associated with claims reserves including the length of time required to settle certain claims, the Group deems it 
appropriate to maintain margin for a period of time to allow actual experience to develop. When it is appropriate to do so, any 
surplus margin is released and realised in the Group’s Trading EBITDA.

Favourable claims development experience at the end of 2013 and throughout the twelve months to 31 January 2015 has 
resulted in prior year claims reserves totalling £57.8m being released during the year. This release is in line with the previous year.

The Group’s total insurance contract liabilities net of reinsurance assets has reduced by £24.5m over the year from £665.8m 
as at 31 January 2014 to £641.3m as at 31 January 2015, driven primarily by a £24.0m reduction in IBNR claims reserves. 

Motor Insurance:
  Core UW
  Ancillary

Home Insurance
Other insurance

Total

12m to 
Jan 2015

£52.6m 
£0.6m 

£53.2m 
£1.6m 
£3.0m 

£57.8m 

Growth

(1.7%)
(40.0%)

(2.4%)
77.8% 
87.5% 

12m to 
Jan 2014

£53.5m 
£1.0m 

£54.5m 
£0.9m 
£1.6m 

1.4% 

£57.0m 

Analysis of insurance contract liabilities at 31 January 2015 and 31 January 2014 is as follows:

Insurance contract liabilities

Reported claims
Incurred but not reported
Claims handling provision

Total claims outstanding

12m to Jan 2015 

Gross

Reinsurance 
assets

Net

Gross

12m to Jan 2014

Reinsurance 
assets

Net

£330.6m 
£211.5m 
£10.3m 

(£45.9m)
(£14.3m)
£0.0m 

£284.7m 
£197.2m 
£10.3m 

£324.2m 
£234.0m 
£8.7m 

(£45.5m)
(£12.8m)
£0.0m 

£278.7m 
£221.2m 
£8.7m 

£552.4m 

(£60.2m)

£492.2m 

£566.9m 

(£58.3m)

£508.6m 

Unearned premiums

£152.3m 

(£3.2m)

£149.1m 

£161.4m 

(£4.2m)

£157.2m 

Total

£704.7m 

(£63.4m)

£641.3m 

£728.3m 

(£62.5m)

£665.8m 

Investment Portfolio
The majority of the Group’s financial assets are held by its underwriting entity and represent premium income received and 
invested to settle claims and to satisfy the regulatory capital requirements of the Gibraltan regulator. The maturity profile of the 
invested financial assets is aligned with the expected cash outflow profile associated with the settlement of claims in the future.

The amount held in invested funds increased by £3.4m (0.5%) over the course of the financial year, from £650.6m as at 
31 January 2014 to £654.0m as at 31 January 2015. As at 31 January 2015, £542.0m (82%) of the financial assets held by the 
Group were invested with counterparties with a risk rating of A or above reflecting the Group’s prudent investment strategy. 

48

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
At 31 January 2015

Underwriting investment portfolio:
  Deposits with financial institutions
  Debt securities
  Money market funds
  Loan funds
  Hedge funds
  Equities

Total invested funds
Hedging derivative assets

Total financial assets

At 31 January 2014
Underwriting investment portfolio:
  Deposits with financial institutions
  Debt securities
  Money market funds
  Loan funds
  Hedge funds

Total invested funds
Amounts owed by related undertakings under the  
previous group structure

AAA

AA

A

Unrated

Total

£30.0m 
£71.9m 
£40.6m 
– 
– 
– 

£142.5m 
– 

£180.3m 
– 
– 
– 
– 
– 

£180.3m 
– 

£213.6m 
– 
– 
– 
– 
– 

£213.6m 
£5.6m 

£55.5m 
– 
– 
£19.6m 
£33.8m 
£8.7m 

£117.6m 
– 

£479.4m 
£71.9m 
£40.6m 
£19.6m 
£33.8m 
£8.7m 

£654.0m 
£5.6m 

£142.5m 

£180.3m 

£219.2m 

£117.6m 

£659.6m 

AAA

AA

A

Unrated

Total

£29.0m 
£51.2m 
£107.5m 
– 
– 

£187.7m 

£120.0m 
– 
– 
– 
– 

£120.0m 

£310.3m 
– 
– 
– 
– 

£310.3m 

£6.5m 
– 
– 
£13.0m 
£13.1m 

£32.6m 

£465.8m 
£51.2m 
£107.5m 
£13.0m 
£13.1m 

£650.6m 

– 

– 

– 

£1,031.1m 

£1,031.1m 

Total financial assets

£187.7m 

£120.0m 

£310.3m 

£1,063.7m 

£1,681.7m 

Solvency capital
The Group’s underwriting entity continues to hold more than twice the amount of capital reserves that it is statutorily required 
to hold pursuant to Gibraltar Financial Services Commission regulations. The coverage ratio maintained by the underwriting 
company at 31 January 2015 was up 52 percentage points since 31 January 2014 to 277%, where the regulator requires a 
minimum of 200%. 

This will reduce in the coming year as the underwriting entity distributes part of its profit for the current year to the Group. 
However, the Group does not foresee any requirement to inject additional capital into the underwriting business as a result  
of this distribution or as a result of Solvency II coming into effect in the future. 

Solo statutory solvency capital
Total invested equity
Regulatory adjustments

Total regulatory capital resource

European Insurance Directive Requirement (Solvency I)
Required minimum margin (RMM)
Capital resources in excess of RMM

Coverage ratio

12m to 
Jan 2015   

12m to 
Jan 2014

£178.9m
(£17.3m)

£161.6m

£58.3m
£103.3m

277% 

£161.2m 
(£17.4m)

£143.8m 

£64.0m 
£79.8m 

225% 

49

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverviewGroup Chief Financial Officer’s Review
continued

Travel
The Travel business has had an excellent year in the twelve months to 31 January 2015, with very strong growth in revenues, 
profits and margins in both the Holidays and Cruising businesses, when compared on a like-for-like basis by removing the 
trading results of the Saga Ruby and the smaller Holidays brands that were discontinued during the previous year.

The Group has seen organic growth in passenger volumes, which has been further enhanced by the acquisition of Destinology 
in August 2014. There has also been a shift towards higher-value long-haul and river cruise holidays, coupled with restructured 
cabin pricing and improved availability of on-board services and excursions in the Cruising business. 

Revenue:
  Holidays
  Cruising

Gross profit:
  Holidays
  Cruising

Gross profit %

Trading EBITDA
Trading EBITDA %

Operating profit
Operating profit %

Number of holidays passengers
Number of ship passenger days

12m to 
Jan 2015

£297.3m 
£84.0m 

Growth 

12m to 
Jan 2014

12m to Jan 2014

Reported

Adjustment

15.8% 
13.2% 

£256.8m 
£74.2m 

£270.0m 

£109.6m 

(£13.2m)

(£35.4m)

£381.3m 

15.2% 

£331.0m 

£379.6m 

(£48.6m)

£58.9m 
£17.8m 

£76.7m 
20.1% 

£26.0m 
6.8% 

£13.6m 
3.6% 

172k 
336k 

8.7% 
79.8% 

19.7% 
0.7% 

29.4% 
0.7% 

151.9% 
2.0% 

11.0% 
6.7% 

£54.2m 
£9.9m 

£64.1m 
19.4% 

£20.1m 
6.1% 

£5.4m 
1.6% 

155k 
315k 

£53.3m 

£11.3m 

£64.6m 

£0.9m 

(£1.4m)

(£0.5m)

£27.8m 

(£7.7m)

£5.9m 

(£0.5m)

Revenue
The Travel business generated revenue of £381.3m, which 
was up £50.3m (15.2%) on the previous year on a like-for-like 
basis (2014: £331.0m).

The Holidays business generated revenue of £297.3m, an 
increase of £40.5m (15.8%). £26.2m of this was attributable to 
Destinology Limited, which was acquired on 13 August 2014, 
with the remaining growth coming from the established brands.

The Saga Holidays brand saw a 1.5% drop in the number of 
passengers travelling during the financial year, but delivered 
revenue growth of £5.9m (3.3%). This was due to a shift in 
product mix towards higher-value long-haul holidays, coupled 
with the introduction of the sale of third party cruise product 
offerings by Saga Holidays in July 2014 for departures from 
1 January 2015. Prior to this, third-party cruise products had 
only been offered by Titan Travel.

In October 2014, the business also launched the sale of its 
Saga Holidays products through third party travel agents, 
providing an additional distribution channel through which  
to drive further bookings growth for the future.

The Titan Travel brand delivered passenger growth of 9.7% 
and revenue growth of £8.4m (10.7%).

Saga Cruising generated revenue of £84.0m, which was up 
£9.8m (13.2%). The business restructured the pricing and 
banding of its cabins at the start of the year, which drove an 
increase in demand for higher-graded cabins from customers. 
This was coupled with an increase in passenger days and an 
enhanced availability of packages for on-board services and 
excursions, both in advance of and during each cruise. These 
all contributed to the growth in revenues.

Holidays passengers

200k

175k

150k

125k

100k

75k

50k

25k

0k

12m to Jan 2014

12m to Jan 2015

Saga Holidays

Titan Travel

Destinology

50

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
Gross profit
The Travel business generated gross profit of £76.7m, which 
was up £12.6m (19.7%) on the previous year (2014: £64.1m).

Holidays passengers(1) by destination  
(12m to 31 Jan 2015)

 1. Package – Europe – 94.4k (55%)
 2. Package – long haul – 47.7k (28%)
 3. Package – UK – 9.1k (5%)
 4. River cruise – 16.2k (9%)
 5. Third party cruises – 4.8k (3%)

4 5

1

3

2

Holidays passengers(1) by destination  
(12m to 31 Jan 2014)

 1. Package – Europe – 91.3k (59%)
 2. Package – long haul – 35.5k (23%)
 3. Package – UK – 9.5k (6%)
 4. River cruise – 14.6k (9%)
 5. Third party cruises – 4.5k (3%)

4 5

1

3

2

1  Includes Saga Holidays, Titan Travel and Destinology.

Load factors by ship

88%

86%

84%

82%

80%

78%

76%

74%

72%

87.0%

83.6%

76.8%

77.8%

12m to Jan 2014

12m to Jan 2015

Saga Sapphire

Saga Pearl II

Gross profit generated by the Holidays business of £58.9m 
was up £4.7m (8.7%). £3.7m of this growth was attributable to 
Destinology, with the rest attributable to a shift towards 
higher-value, higher-margin long-haul holidays.

The Cruising business generated gross profit of £17.8m, 
which was up £7.9m (79.8%) on the previous year. A higher 
number of passenger days resulted in much improved load 
factors, which had a positive impact on the gross margin of 
each ship. The Saga Sapphire and Saga Pearl II load factors 
were up 6.8 and 9.2 percentage points on the previous year, 
to 83.6% and 87.0%, respectively. This represents high 
occupancy levels for the passenger demographic of the ships 
where single occupancy and the absence of children in cabins 
naturally reduce the load factors. The improvements to cabin 
pricing structures and improved availability of on-board services 
and excursions also contributed to higher gross profits.

Operating profit and Trading EBITDA
The business delivered an operating profit of £13.6m and 
Trading EBITDA of £26.0m, which were up £8.2m (151.9%) 
and £5.9m (29.4%) respectively.

The increase seen in gross profits was partially offset by an 
increase in overheads due to the inclusion of Destinology and 
an increase in spend on TV advertising to drive passenger 
volumes for the coming years.

Acquisition of Destinology
On 13 August 2014, the Group acquired a 75% shareholding 
in Destinology Limited, one of the UK’s leading online travel 
companies, which offers bespoke holidays at five-star hotels 
and resorts in major international destinations, including the 
Maldives, Dubai, the Caribbean, the Far East, the USA and 
Europe. Destinology fits well with the Group’s existing travel 
brands and demographic, enhancing the range of travel offers 
to customers.

The acquisition cost of £23.0m was settled via an upfront 
cash payment of £22.2m with £0.8m deferred for one year. 
Acquisition costs of £0.3m have been charged to the income 
statement as an exceptional expense. These amounts have 
been settled from the restricted cash held by the Travel 
business.

The Group has the option to acquire the remaining 25% 
shareholding in Destinology at a later date. Accordingly the 
subsequent purchase is considered to be a linked transaction 
and Destinology has been consolidated as a 100% subsidiary.

51

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview 
Group Chief Financial Officer’s Review
continued

Healthcare Services
On 15 January 2015, the Group announced its decision to divest the local authority part of its healthcare business, Allied 
Healthcare, and focus on privately funded healthcare. As at 31 January, the Allied business represented a disposal group  
held for sale and as such is reported as a discontinued operation in the Group’s financial statements.

The continuing part of the segment, Saga Healthcare, constitutes the private pay elements of the business that remains, 
namely the Country Cousins and Patricia White’s brands and the Saga SOS Personal Alarms product offering.

Continuing operations

Revenue

Gross profit
Gross profit %

Trading EBITDA
Trading EBITDA %

Operating profit
Operating profit %

12m to 
Jan 2015

£4.3m 

£4.0m 
93.0% 

£2.2m 
51.2% 

£2.0m 
46.5% 

Growth

(8.5%)

(9.1%)
(0.6%)

(18.5%)
(6.2%)

(20.0%)
(6.7%)

12m to 
Jan 2014

£4.7m

£4.4m 
93.6%

£2.7m 
57.4% 

£2.5m 
53.2% 

The Saga Healthcare business, which represents the continuing portion of the Healthcare Services segment, experienced a 
broadly stable year of trading.

The business generated revenue of £4.3m, which reduced by £0.4m (8.5%) on the previous year (2014: £4.7m). This flowed 
through to gross profit of £4.0m, which similarly reduced by £0.4m (9.1%), as this business has very low cost of sales since all 
of the Country Cousins and Patricia White’s carers are self-employed.

The business generated Trading EBITDA of £2.2m and operating profit of £2.0m, which both decreased by £0.5m, or 18.5% 
and 20.0% respectively.

Discontinued operations
The Group has recognised a total loss after tax in respect of the discontinued Allied Healthcare operation of £220.2m,  
a significant increase on the loss in the previous year of £17.9m, analysed as follows:

(Loss)/profit for the year from discontinued operations  
after tax
Amortisation of associated intangible assets

Impairment of associated intangible assets
Loss on re-measurement of disposal group to fair value

Trading EBITDA

12m to 
Jan 2015

12m to 
Jan 2014

12m to Jan 2014

Reported

Adjustment

(£0.3m)
(£10.4m)

£0.0m 
(£209.5m)

£0.7m 
(£14.9m)

(£3.7m)
£0.0m

£0.3m 

(£14.9m) 

(£3.7m)

£0.0m

(£220.2m)

(£17.9m)

(£18.3m) 

£0.4m

£0.0m

£0.0m

£0.0m

£0.4m

The majority of this loss, £209.5m, has arisen on the re-measurement of the disposal group’s assets and liabilities to fair value, 
with a further £10.4m of amortisation costs recognised in respect of intangible assets that form part of the disposal group, and 
a loss after tax from discontinued operations of £0.3m during the year.

The fair value re-measurement has placed a value on the business of £nil. This value has been determined by considering the 
current asset and liability position of the business, the future profit cash flows and the associated capital investment set out 
within management’s five year plan for the business, the risk attaching to the various cash flows, and the costs of disposing  
of the business. There are a range of ways of valuing the business and it is our expectation that an appropriate buyer will 
ultimately value the business higher than £nil. 

The Allied Healthcare business has continued to operate in a challenging market throughout the year and the revenue for the 
year of £283.2m was down £30.6m (9.8%) on the previous year (2014: £313.8m).

52

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
12m to 
Jan 2014

12m to Jan 2014

Reported

Adjustment

£313.8m 

£313.8m 

£89.1m 

£0.0m

£0.4m

Revenue

Gross profit
Gross profit %

Trading EBITDA
Trading EBITDA %

Operating profit
Operating profit %

Exceptional items
Net finance costs

Loss before tax

Tax expense

12m to 
Jan 2015

£283.2m 

£83.4m 
29.4% 

£9.0m 
3.2% 

£6.2m 
2.2% 

(£8.4m)
(£0.3m)

(£2.5m)

£2.2m 

Growth

(9.8%)

(6.8%)
0.9% 

13.9% 
0.7% 

17.0% 
0.5% 

6.3% 
(40.0%)

(19.4%)

(42.1%)

(Loss)/profit for the year from discontinued operations

(£0.3m)

(142.9%)

£89.5m 
28.5%

£7.9m 
2.5% 

£5.3m 
1.7% 

(£7.9m)
(£0.5m)

(£3.1m)

£3.8m 

£0.7m 

£7.5m 

£0.4m 

£4.9m 

£0.4m 

(£7.9m)

(£0.5m)

(£3.5m)

£3.8m 

£0.3m 

£0.0m 

£0.0m 

£0.4m 

£0.0m

£0.4m

Despite this revenue pressure, the business has taken a number of actions throughout the year and over the previous year 
which have delivered benefits. Gross profit as a percentage of revenue has improved by 0.9 percentage points year-on-year 
to 29.4% driven by the branch efficiency programme, which is a good performance given the deflationary pressures on hourly 
rates for the provision of care services experienced throughout the market.

Significant focus on central administrative expenses has enabled the business to grow Trading EBITDA by £1.1m (13.9%) to £9.0m. 
This has dropped through to a year-on-year increase in operating profit of £0.9m (17.0%), and takes operating profit to £6.2m.

The cost of the ongoing restructuring programme during the year was £8.4m, which has been treated as exceptional, coupled 
with net finance costs of £0.3m, after which the Allied business made a loss before tax of £2.5m, which was £0.6m (19.4%) 
better than the previous year (2014: £3.1m).

Media and Central Costs

Revenue

Gross profit
Gross profit %

Trading EBITDA
Trading EBITDA %

Operating loss
Operating loss %

12m to 
Jan 2015

£16.8m 

£1.2m 
7.1% 

(£11.4m)
(67.9%)

(£18.0m)
(107.1%)

Growth

(1.8%)

200.0% 
4.8% 

(159.1%)
(42.2%)

(51.3%)
(37.5%)

12m to 
Jan 2014

£17.1m

£0.4m
2.3% 

(£4.4m)
(25.7%)

(£11.9m)
(69.6%)

12m to Jan 2014

Reported

Adjustment

£17.1m 

£0.0m 

£0.4m 

£0.0m 

(£1.4m)

(£3.0m)

(£10.0m)

(£1.9m)

Revenue
The Group generated third party revenue of £16.8m in its 
Media and Central Costs segment, which was broadly flat 
year-on-year.

Gross profit
Gross profit was up £0.8m (200.0%) to £1.2m reflecting better 
margins in the Saga Magazine business.

Operating loss and Trading EBITDA
The Media and Central Costs segment as a whole made 
an operating loss of £18.0m and a Trading EBITDA loss of 
£11.4m, which were up £6.1m and £7.0m year-on-year. 

This was driven by a reduction in interest received on available 
cash and higher central administrative overheads necessary  
to establish and operate Saga plc. Such incremental 
overheads equate to £4.5m on an annualised basis. 

Stuart Howard
Group Chief Financial Officer 
29 April 2015

The Strategic report was approved by the Board and signed 
on its behalf by Lance Batchelor, Group Chief Executive 
Officer on 29 April 2015.

53

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Corporate Governance Statement 
Executive Chairman’s Statement

Committed to the highest  
standards of governance.

Andrew Goodsell Executive Chairman

54

Saga plcAnnual report and accounts  for the year ending 31 January 2015On behalf of the Board, I am pleased to present our report 
on Corporate Governance within the Group. It was important 
for a solid governance structure to be established in our 
first year as a listed Group, so that we had a framework of 
effective systems of internal control, to support and protect 
our business in a practical way whilst promoting a solid 
structure for us to report to our shareholders.

It was important that the independent Non-Executive 
Directors who joined us at flotation gained an understanding 
of our key businesses and our short and long-term strategic 
goals. A structured induction programme was developed to 
ensure that this happened quickly, and a ‘strategy day’ was 
held in November 2014 to provide a valuable opportunity for 
Board members to review and discuss the objectives and 
goals of those businesses directly with the business leaders. 
The Board has played a fundamental part in deciding on the 
direction in which the business is travelling and in ensuring 
that the Group has the appropriate strategies, structures 
and processes in place to ensure good governance and 
stewardship, and to facilitate future growth.

The establishment of the Board and Audit, Risk, Remuneration 
and Nomination Committees (the ‘Committees’) was key 
in this respect. We worked hard to ensure that the terms 
of reference of the Committees provided strong 
governance structures. 

The Group’s risk management processes were further 
strengthened with the establishment of a separate Risk 
Committee, which is responsible for the oversight of principal 
risks, and of the risk management process, including the 
identification, monitoring and mitigation of risk.

The Board has considered the reporting requirement that 
the annual report as a whole should be ‘fair, balanced and 
understandable’ and asked the Audit Committee to give 
assurance that the relevant systems and processes are in 
place to support that requirement. Details can be found in 
the Audit Committee Report on pages 67-69.

During the year, Stuart Howard announced his intention to 
retire as Group Chief Financial Officer by the end of 2015 after 
15 years at Saga and the Nomination Committee members 
played an important part in identifying a suitable replacement. 
Stuart’s in-depth experience and knowledge of the Company’s 
business was an invaluable resource during the period leading 
up to and immediately following our flotation. In April 2015, 
Jonathan Hill joined the Group so that a thorough handover 
could take place and so that he could assume the role of 
Group Chief Financial Officer. I am confident that Jonathan’s 
experience will have a positive effect on the Company’s 
strategy and stewardship. 

The Remuneration Committee had much work to do to ensure 
growth and to draft a remuneration policy which is acceptable 
to our shareholders. The full Remuneration Report can be 
found on pages 73-95. 

During this period of change, the Board continues to maintain 
a dialogue with key investors and will make itself available to 
shareholders at the Annual General Meeting (‘AGM’). The 
governance process will continue to evolve as the Group 
takes shape, and will take account of future changes in 
regulation and best practice.

Andrew Goodsell
Executive Chairman 
29 April 2015

It was important for a solid 
governance structure to be 
established in our first year 
as a listed Group, so that 
we had a framework of effective 
systems of internal control.

55

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Corporate Governance Statement 
Compliance Statement

B.7.2 The chairman should confirm to shareholders when 
proposing re-election that, following formal performance 
evaluation, the individual’s performance continues to be 
effective and to demonstrate commitment to the role.

As we have had less than one full year of Board meetings, 
we feel that it is too early to assess the performance of the 
Chairman or conduct a formal Board evaluation. However, 
during the period since listing, the Chairman has maintained 
regular contact and dialogue with the Non-Executive Directors 
and his performance will be assessed during the evaluation 
which will take place following a full year of operation.

B.1.2 The Code recommends that at least half the board 
of directors of a UK-listed FTSE 350 company, excluding 
the chairman, should comprise non-executive directors 
determined by the board to be independent in character 
and judgement and free from relationships or circumstances 
which may affect, or could appear to affect, the  
director’s judgement. 

During the period being reported on, the Company was 
not compliant with this provision of the Code, as the Board 
structure consisted of four independent Non-Executives, 
three Executives and three Non-Executive Directors appointed 
by the Private Equity Investors referred to in the Relationship 
Agreement dated 8 May 2014. We feel that this was the 
correct balance for the Board to be effective during the first 
year following listing. However, we intend to become fully 
compliant with the Code in this respect within a period of 
24 months from listing.

B.6.1 The Code recommends that the board should state  
in the annual report how performance evaluation of the  
board, its committees and its individual directors has  
been conducted. 

As we have had less than a full year as a Board, we felt it 
was too early to carry out an effectiveness review of our 
performance and work and therefore this disclosure has 
not been made. A full evaluation of the Board, its Committees 
and its individual Directors will be conducted in the next 
financial year.

E.1.1 The Code recommends that the senior independent 
director should attend sufficient meetings with a range 
of major shareholders to listen to their views in order to 
help develop a balanced understanding of their issues 
and concerns.

The Senior Independent Director has not attended meetings 
with our major shareholders to date. Our focus was on 
ensuring that the Senior Independent Director (and all 
Non-Executives) first gained a thorough and comprehensive 
understanding of our business prior to holding such meetings. 
Notwithstanding this, we have maintained dialogue with  
our major shareholders. Details can be found on page 72  
of this report. 

The Board recognises the importance of high standards of 
corporate governance and is committed to managing Saga’s 
operations in accordance with the UK Corporate Governance 
Code 2012 (the ‘Code’). A full version of the Code can  
be found on the Financial Reporting Council’s website  
www.frc.org.uk. The Company complied with all of the provisions 
of the Code throughout the year, except for provisions A.2.1, 
A.3.1, A.4.2, B.1.2, B.6.1, B.6.3, B.7.2 and E.1.1.

The Group has adopted elements of the UK Corporate 
Governance Code 2014 in relation to remuneration and the 
long-term success of the Company, minimum number of 
shares to be held and clawback/malus. This demonstrates 
that the Remuneration Committee supports the changes in 
the 2014 Code and wishes for Saga’s first Remuneration 
Policy as a listed entity to adhere to corporate governance 
best practice.

Explanations
A.2.1 and A.3.1 The Code recommends that the roles of 
chairman and chief executive should not be exercised by the 
same individual. The division of responsibilities between the 
chairman and chief executive should be clearly established, 
set out in writing and agreed by the board. The Code also 
recommends that the chairman of the board should meet the 
independence criteria set out in the Code on appointment. 

Andrew Goodsell acts as Executive Chairman (‘the Chairman’) 
and, as detailed in the prospectus dated 8 May 2014 (the 
‘Prospectus’), was not independent on appointment, having 
previously been the Group Chief Executive and Chairman. 
Andrew is responsible for the leadership and overall 
effectiveness of the Board and setting the Board’s agenda. 
Andrew is working with Lance to transition the majority of 
the day to day management of the Group to him as the 
Group Chief Executive Officer. In due course, Andrew’s 
responsibilities will be aligned with those normally undertaken 
by a Non-Executive Chairman, as recommended by the 
Code. During the period that Andrew has been Executive 
Chairman, Philip Green, our Senior Independent Director, 
has had certain responsibilities which go beyond those 
contemplated in the Code, notably in relation to the 
appointment of independent Non-Executive Directors 
to the Committees.

The division of responsibilities between the Executive Chairman 
and the Group Chief Executive Officer was set out in writing, 
considered and approved by the Board on 22 May 2014.  
This will be reviewed annually.

A.4.2 The Code recommends that the chairman should hold 
meetings with the non-executive directors without the 
executive directors present and that, led by the senior 
independent director, the non-executive directors should 
meet at least annually to appraise the chairman’s performance 
and on other occasions as deemed appropriate.

B.6.3 The Code recommends that the non-executive directors, 
led by the senior independent director, should be responsible 
for performance evaluation of the chairman, taking into 
account the views of the executive directors.

56

Saga plcAnnual report and accounts  for the year ending 31 January 2015The Company applied the main principles of the Code as follows:

A. Leadership

B. Effectiveness 

A1 The role of the Board
The Board met formally five times since 
listing. There is a clear schedule of 
matters reserved for the Board, together 
with delegated authorities throughout 
the Group.

A2 Division of responsibilities
The Board is moving towards a clear 
division of responsibilities, as set out 
in the Explanations section above.

A3 The Chairman
The Chairman sets the agendas for 
meetings, manages the meeting 
timetable (in conjunction with the 
Company Secretary) and facilitates  
open and constructive dialogue during 
the meetings.

A4 Non-Executive Directors
The Chairman promotes an open and 
constructive environment in the 
boardroom and actively invites the 
Non-Executive Directors’ views. The 
Non-Executive Directors provide 
objective, rigorous and constructive 
challenge to management and meet 
regularly without the Executive Directors.

B1 The composition of the Board
The Nomination Committee is 
responsible for regularly reviewing the 
composition of the Board. In making 
appointments to the Board, the 
Nomination Committee considers the 
wide range of skills, knowledge and 
experience required in order to maintain 
an effective Board.

B2 Appointments to the Board 
The appointment of new Directors to the 
Board is led by the Nomination 
Committee. Further details of the 
activities of the Nomination Committee 
can be found on page 63.

B3 Commitment
On appointment, Directors are notified of 
the time commitment expected from 
them. External directorships, which may 
impact on the existing time commitments 
of the Executive Directors, must be 
agreed beforehand with the Chairman.

B4 Development
All Directors receive an induction on 
joining the Board and the training and 
development needs of each Director 
will be assessed as part of the annual 
effectiveness evaluation.

B5 Information and support
The Chairman, in conjunction with the 
Company Secretary, ensures that all 
Board members receive accurate and 
timely information.

B6 Evaluation
The Board will conduct a formal and 
rigorous annual evaluation of its own 
performance and that of its Committees 
and individual Directors after a full year of 
operation, as set out in the Explanations 
section above.

B7 Re-election of Directors
All Directors are subject to shareholder 
annual re-election. 

C. Accountability

D. Remuneration

E. Relations with shareholders 

D1 The level and components  
of remuneration
The Remuneration Committee sets levels 
of remuneration appropriately in order to 
attract, retain and motivate the Board, 
but also structures remuneration to 
link it to both corporate and individual 
performance, thereby aligning 
management’s interests with those 
of shareholders. 

D2 Procedure
Details of the work of the Remuneration 
Committee and the approach to setting 
the Remuneration Policy can be found in 
the Directors’ Remuneration Report on 
pages 73-95 (inclusive).

E1 Dialogue with shareholders
The Board takes an active role in 
engaging with shareholders. The Board 
particularly values opportunities to meet 
with shareholders and the Chairman 
ensures that the Board is kept informed 
of shareholder views. 

E2 Constructive use of the AGM
The AGM provides the Board with 
an important opportunity to meet 
with shareholders.

Details of how the Board engages with 
shareholders can be found on page 72.

C1 Financial and business reporting
The Strategic Report is set out on pages 
02-53 (inclusive) and this provides 
information about the performance of 
the Group, the business model, strategy 
and the risks and uncertainties relating 
to the Group’s future prospects.

C2 Risk management and  
internal control 
The Board sets out the Group’s risk 
appetite and annually reviews the 
effectiveness of the Group’s risk 
management and internal control 
systems. The activities of the Risk 
Committee, which assists the Board 
with its responsibilities in relation to the 
management of risk, are summarised 
on pages 70-71.

C3 Audit Committee and auditors 
The Board has delegated a number of 
responsibilities to the Audit Committee, 
which is responsible for overseeing the 
Group’s financial reporting processes, 
internal controls and the work undertaken 
by the external auditors. 

The chairmen of the Risk and Audit 
Committees are Board members and 
provide regular updates to the Board 
regarding Committee business.

57

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Corporate Governance Statement 
Leadership

Our brand values – human, personal and warm – underpin 
everything that we do and this culture is modelled throughout our 
business. The Executive Directors visit business areas, including 
our call centres, attend internal employee roadshows and spend 
time on our ships, to fully understand what Saga is, what our 
customers are saying and how our employees are feeling. 

 – major capital projects, corporate action or investment by 
Saga that will have, or are likely to have, a financial cost 
greater than the amount set out in the relevant contract 
approval processes from time to time

 – any material contract or joint venture and material 

arrangements with customers or suppliers.

Lance Batchelor, Group Chief Executive Officer, hosts events 
for all of the managers who report to him (or to his direct 
reports). These sessions, held quarterly, allow for two way 
communication – for Lance to communicate delivery against 
strategy and for senior management to challenge our brand – 
by asking “What is Saga?” Lance has also held meetings with 
over 300 managers to communicate our strategy.

Our independent Non-Executive Directors have had a full 
induction programme, as detailed on page 62 and are planning 
a visit on board one of our cruise ships later this year. The 
Board participated in an offsite strategy event, in November 
2014, which gave them the opportunity to meet with each 
divisional chief executive, in order to fully understand the 
strategy of each business. Subsequent training is available 
on an individual basis to continue to build their knowledge 
of the Company. 

The Board of Directors
The Board is responsible for, and provides, the overall 
leadership and management of Saga including setting  
Saga’s values and standards. A fundamental part of this  
role is considering the balance of interests between our 
shareholders, our employees, our customers and the 
communities in which we work.

We also provide oversight and supervision of Saga’s 
operations ensuring:

 – successful implementation of agreed plans
 – sound planning and competent management
 – a sound system of internal control and risk management
 – adequate accounting and other records
 – compliance with statutory and regulatory obligations.

Our Board
The Board has a clearly articulated set of matters which are 
specifically reserved to it and this will be reviewed annually. 

The Board recognises that certain items cannot be delegated 
and there are some matters that they choose not to delegate. 
Examples of such matters are:

 – any decision likely to have a material impact on Saga from 
any perspective including, but not limited to, financial, 
operational, strategic or reputational

 – the strategic direction of the overall business, objectives, 
budgets and forecasts, levels of authority to approve 
expenditure, and any material changes to them

 – the commencement, material expansion, diversification 

or cessation of any of Saga’s activities

 – Saga’s regulatory, financial and material operational policies
 – changes relating to Saga’s capital, corporate, management 

or control structures

 – material capital or operating expenditures, outside pre-

determined tolerances or beyond the delegated authorities

Our strategy provides the focus for all of the discussions at 
our Board meetings and each meeting focuses on a review  
of our strategic objectives and financial performance. 

Allocation of time spent on matters at Board meetings 
(since listing) for year ended 31 January 2015

 1. Strategic review – 30%
 2. Financial review – 28%
 3. Shareholder relations – 12%
 4. Risk management – 12%
 5. Health and safety – 11%
 6.  Regulatory matters and  

policy review – 7%

6

1

5

4

3

2

Board attendance during the year 
The Board is scheduled to meet at least six times a year and 
on an ad hoc basis as necessary. During the last financial 
year since listing, it met formally on five occasions. In addition, 
meetings are convened as necessary to approve strategic 
matters, and a strategy event is held each year, to present 
an annual and five year plan for each of the businesses to 
the Board.

Member  
Member  
(in alphabetical order after the Chairman)

Attendance at  
Board meetings

Andrew Goodsell (Chairman)

James Arnell1

Lance Batchelor

Philip Green

Pev Hooper

Stuart Howard

Ray King1

Orna NiChionna1

Charles Sherwood

Gareth Williams1

5/5

4/5

5/5

5/5

5/5

5/5

4/5

4/5

5/5

4/5

1  Non-attendance was due to prior commitments, which could not be 

rescheduled, or for compassionate reasons.

The Company Secretary, Vicki Haynes, attends all meetings 
as secretary to the Board. In addition, we also invite other 
executives and directors from around the Group, and external 
advisers, to provide input on relevant agenda items.

58

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
Structure 
We have set up five committees of the Board.

 – Strategic direction of the Group
 – Overall leadership and management
 – Sets values and standards

 – Considers needs of our shareholders, employees and customers
 – Compliance with statutory and regulatory obligations
 – Management of risk and control

BOARD

NOMINATION 
COMMITTEE

AUDIT  
COMMITTEE

RISK  
COMMITTEE

REMUNERATION 
COMMITTEE

 – Provides recommendations 

on size, structure and 
composition of the Board

 – Undertakes succession 

planning

 – Evaluates skills, knowledge, 

independence and 
diversity of the Board
 – Identifies and nominates 

candidates to fill 
Board vacancies
 – Reviews Board 
performance  
evaluation results

The Nomination Committee 
Report is on page 63.

 – Monitors integrity of 
financial statements
 – Reviews internal and 

external audit work plans
 – Assesses the adequacy 
and effectiveness of  
the Company’s internal 
and external audits  
and controls 

 – Reviews Saga’s annual 
and half year financial 
statements and 
accounting policies
 – Considers and makes 
recommendations for  
the engagement of 
external auditors 

 – Monitors the scope of  

the annual audit and the 
extent of the non-audit 
work undertaken by 
external auditors

 – Ensures whistleblowing 
and anti-fraud systems 
in place within Saga 

The Audit Committee 
Report is on pages 67-69.

 – Advises on the Group’s 
risk appetite, tolerance 
and strategy

 – Oversees and advises  
the Board on current  
risk exposures and future 
risk strategy

 – Reviews risk assessment 

and management 
procedures

 – Monitors principal 
business risks

 – Reviews adequacy 
and effectiveness  
of risk management 
systems and the 
compliance function
 – Reviews and monitors 

management response  
to the Chief Risk  
Officer’s findings and 
recommendations

The Risk Committee Report 
is on pages 70-71.

 – Sets and monitors the 
remuneration policy 
for senior executives

 – Recommends and 

monitors remuneration 
packages for Executive 
Directors, the Chairman 
and senior management
 – Reviews and administers 
employee share schemes

 – Sets key performance 

indicators for the Annual 
Bonus Plan and  
long-term incentives
 – Prepares an annual 
remuneration report 
for approval by the 
shareholders at  
the AGM

The Remuneration 
Committee Report is 
contained within the 
Directors’ Remuneration 
Report on pages 73-95 
and is incorporated into 
this Corporate Governance 
Statement by reference.

EXECUTIVE COMMITTEE

Reports directly to the Board via the Group Chief Executive Officer and Group Chief Financial Officer.

 – Implements strategy as determined by the Board
 – Executive management – monitors trading against strategy

 – Day to day operational management
 – Management of risk and conduct

59

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Board of Directors

Andrew Goodsell Executive Chairman
Andrew has spent the last 23 years with Saga which he joined in 1992 as Business Development Manager, 
Saga Services. He became Saga Group Business Development Director in 1995, Chief Executive of 
Saga Services and Saga Investment Direct in 1999, Deputy Group Chief Executive in 2001 and Chief 
Executive and Chairman in 2004. He has led two management buyouts at Saga. The second, in 2007, 
brought together Saga and the AA under the holding company Acromas Holdings. Andrew was Executive 
Chairman of both Saga and the AA from 2007 until Acromas Holdings sold the AA in 2014, he remains 
Chairman of Acromas Holdings. Andrew brings great experience of the Group to his Board role.

Lance Batchelor Group Chief Executive Officer
Lance joined Saga as Group Chief Executive Officer in March 2014. Prior to that he was CEO of 
Domino’s Pizza Group plc from 2011-2014 and CEO of Tesco Mobile from 2008-2011. His earlier 
experience includes senior marketing roles at Procter & Gamble, Amazon.com and Vodafone. Lance’s 
first career was as a Royal Navy submarine officer. He holds an MBA from Harvard Business School, 
and is a Trustee of the National Gallery. Lance brings a wealth of senior operational experience in listed 
companies to his role at Saga.

Stuart Howard Group Chief Financial Officer
Stuart has spent the last 15 years with Saga, which he joined in 2000 as Group Chief Financial Officer. 
In 2007, Stuart became Chief Financial Officer of Acromas. Prior to joining Acromas, he worked for 
two years at the advertising group Cordiant Communications plc as Deputy Chief Financial Officer and 
for ten years prior to that at the advertising group WPP Group plc in various positions. Stuart qualified 
as a Chartered Accountant at KPMG in London. He brings his financial acumen to the Board table, but 
is also able to advise the Board on numerous other matters outside of the purely financial sphere.

Jonathan Hill Group Chief Financial Officer Designate
Jonathan joined Saga in April 2015 as Group Chief Financial Officer Designate from Bovis Homes Group 
plc where he was Group Finance Director. Prior to that, he held various senior roles within TUI Travel and 
Centrica. Jonathan qualified as a Chartered Accountant at Price Waterhouse in London. He brings a 
wealth of senior financial operational and corporate listed experience to his role at Saga.

Philip Green Senior Independent Non-Executive Director
Philip is currently Chairman of Carillion plc. He is also Chairman of BakerCorp, a US industrial services 
company owned by Permira, and Chairman Designate of Williams & Glyn. Previously, Philip was Chairman 
of Clarkson plc, Chief Executive of United Utilities Group plc and Chief Executive of Royal P&O Nedlloyd 
NV. His earlier business experience includes serving as Chief Operating Officer of Reuters Group plc  
and Chief Operating Officer of DHL for Europe and Africa. Philip is also the UK Prime Minister’s adviser 
on corporate responsibility and Chairman of Sentebale, a charity set up by HRH Prince Harry. Philip brings 
his experience of running a variety of complex international organisations and acting as an executive and 
non-executive director of many public companies to the Board.

Ray King Independent Non-Executive Director
Ray is currently a Non-Executive Director of Infinis Energy plc and Rothesay Life Limited. Previously, he 
was Chief Executive of Bupa from 2008-2012, after serving as Group Finance Director from 2001-2008. 
Before Bupa, Ray was a Non-Executive Director of Friends Provident plc, Deputy Chief Executive of 
Parity Group plc, Director of Group Finance and Control at Diageo plc and Group Finance Director of 
Southern Water plc. Ray is also a Reporting Panel Member of the Competition and Markets Authority 
and a member of the Audit and Assurance Council of the Financial Reporting Council. His financial 
experience coupled with his knowledge of running a business similar to Saga, and his recent 
Non-Executive Director experiences including that of chairing an Audit Committee are  
all immensely helpful to the Board.

60

Saga plcAnnual report and accounts  for the year ending 31 January 2015Orna NiChionna Independent Non-Executive Director
Orna is currently Senior Independent Non-Executive Director of Royal Mail plc. Previously, she was 
Senior Independent Non-Executive Director of HMV plc, Northern Foods plc and Bupa and a Non-
Executive Director of the Bank of Ireland UK Holdings plc and Bristol & West plc. Orna is also currently 
the Deputy Chairman of the National Trust and a former Partner at McKinsey & Company. Whilst at 
McKinsey & Company, she looked after many consumer facing clients and brings these skills to the 
Board along with her considerable experience in other Non-Executive Director roles.

Gareth Williams Independent Non-Executive Director
Gareth is currently a Non-Executive Director of YSC Limited and WNS (Holdings) Limited. Previously,  
he was Human Resources Director of Diageo plc and held a series of key positions in human resources 
at Grand Metropolitan plc. Gareth’s contributions to the Board are on all aspects of human resources 
and his experience of working at Director level in a consumer facing organisation also allows him to 
contribute to all other subjects of debate.

James Arnell Non-Executive Director
James has been a Partner at Charterhouse Capital Partners LLP since 1998. He was involved in  
the acquisition of Saga by the Charterhouse Funds in 2004 and in Charterhouse’s investment in the 
Acromas Group in 2007. He has been a member of the Saga and Acromas Boards throughout the 
period of Charterhouse’s investment. He is also a Non-Executive Director of various other companies 
and has been involved in Charterhouse’s investments in the UK, France and Germany. James’s role  
on the Board is to represent the views of Charterhouse, but his professional and business experiences 
also ensure that he makes a very valuable contribution.

Peveril (‘Pev’) Hooper Non-Executive Director
Pev is a Partner at CVC Capital Partners. In addition to Saga, Pev is responsible for CVC funds’ 
investments in Merlin Entertainments, the AA, Virgin Active, Domestic & General, and SkyBet – and has 
been a non-executive director on the board of these and other CVC fund portfolio companies. He joined 
CVC in 2003 after working in mergers & acquisitions at Schroders and Citigroup. Pev represents the views 
of CVC on the Saga board, but also brings broader experience of public and private company boards 
across numerous consumer facing businesses.

Charles Sherwood Non-Executive Director
Charles has been a Partner of Permira Advisers (formerly Schroder Ventures) since 1985. He has served 
on the firm’s holding company board and investment committee. Charles has been a Non-Executive 
Director of Acromas and Saga since 2007. He has also served as a Non-Executive Director on the boards 
of a number of Permira’s investments including Homebase, the AA Group, Provimi and Just Retirement. 
Charles’s role on the Board is to represent the views of Permira; he has served on the boards of many 
other companies during his career and brings this knowledge and wide experience to his Board role  
with Saga.

61

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Corporate Governance Statement 
Effectiveness

The members of the Board
The Board considers its overall size and composition to be 
appropriate, having regard in particular to the independence 
of character and integrity of all the Directors and the 
experience and skills that they bring to their duties, which 
prevents any individual or small group from dominating its 
decision making. We give due regard to the benefits of 
diversity in its widest sense as we consider our composition 
both now and in the future.

We consider that the skills and experience of our individual 
members, particularly in the areas of insurance, financial 
services, consumer services, brand management, corporate 
finance, mergers and acquisitions, and risk management, are 
fundamental to the pursuit of our strategic objectives. In 
addition, the quoted company experience of members of the 
Board in a variety of sectors and markets is invaluable to Saga. 

Independence of Non-Executive Directors 
Of the current Directors of Saga, the Board considers four 
of the Non-Executive Directors to be independent of Saga’s 
executive management and free from any business or other 
relationships that could materially interfere with the exercise of 
their independent judgement. These directors are Philip Green, 
Ray King, Orna NiChionna and Gareth Williams. Although 
Philip Green serves on the Board of BakerCorp (a Permira 
portfolio company), the other Directors have concluded that 
Philip’s judgement, experience and challenging approach 
ensure that he makes a significant contribution to the work 
of the Board and its Committees. Therefore, the Board has 
determined that Philip is of independent character and 
judgement and should be regarded as an independent 
director for the purposes of the Code. 

As set out in the Explanations section on page 56, the  
Board is working towards at least half of its members being 
independent within 24 months of listing. Future independent 
Non-Executive Directors will be selected to ensure that the 
Group maintains a balance of skills appropriate for a group 
including insurance and financial services businesses.

Selection of the current Non-Executive Directors
Four independent Non-Executive Directors were appointed 
to the Board with effect from 29 May 2014. 

MWM Consulting, an external search agency, assisted in the 
recruitment process. MWM Consulting was selected after a 
competitive pitch process. A role description for each of the 
four appointments was developed and set out the capabilities 
required. After MWM Consulting had identified a list of 
potential candidates, a shortlist was selected for interview. 
After detailed interviewing, thorough referencing and careful 
consideration of the balance of the Board that would be 
created, the Directors were selected and put forward for 
board approval.

MWM Consulting has no other relationship with the Company.

Pursuant to the Relationship Agreement entered into between 
the Company and each of the Private Equity Investors (as 
defined and explained further on page 97) each Private Equity 
Investor appointed one Non-Executive Director to the Board.

Group Chief Financial Officer
Stuart Howard, our Group Chief Financial Officer, has 
announced his intention to retire by the end of 2015. Stuart 
has provided the business with a significant period of notice 
prior to his departure, ensuring that he had the opportunity to 
assist the Company with the recruitment and induction of his 
replacement. We would like to acknowledge Stuart’s immense 
contribution to Saga’s development and to wish him all the 
very best.

External search consultant, Russell Reynolds Associates, was 
engaged to conduct a confidential search for candidates after 
a competitive pitch process. We reviewed and developed a 
role description for the position and agreed the critical 
competencies required.

A wide range of candidates from a variety of national and 
multi-national companies, both publicly and privately owned, 
were put forward by Russell Reynolds Associates for 
consideration and a shortlist was agreed upon for interview. 
After detailed interviews, thorough referencing and careful 
consideration of the experience and background of the 
potential candidates against the key responsibilities 
and critical competencies, the recommendation was to 
appoint Jonathan Hill as Stuart’s replacement. Jonathan 
joined the Group as Group Chief Financial Officer Designate 
on 7 April 2015 and was appointed as a Director of the Board 
on 29 April 2015.

Russell Reynolds Associates is a signatory to the Voluntary 
Code of Conduct for executive search firms and has no other 
connection to the Company.

Induction of the current Non-Executive Directors
Our recently appointed independent Non-Executive Directors 
followed an extensive induction programme which included 
half-day visits to each of the main businesses in London and 
Folkestone. In addition they attended strategy sessions for 
each of our businesses to understand the short and long-term 
goals of the Group and familiarised themselves with our 
governance and risk management structure, Board and 
Committee meeting terms of reference, strategy papers, 
recent analyst and broker reports, and our policies 
and procedures. 

Annual re-election
The Directors are standing for election at the AGM. Our view 
is that each of the Directors standing for election should be 
appointed, as we believe that they have the skills required for 
the Board to discharge its responsibilities, as outlined in each 
of their biographies set out on pages 60-61. 

62

Saga plcAnnual report and accounts  for the year ending 31 January 2015Philip Green Chairman, Nomination Committee

Dear Shareholder, 
I am pleased to report on the activities of the Nomination 
Committee during its first year following the Company’s 
listing on the London Stock Exchange.

The Nomination Committee was formed at the time 
of the IPO and its members are the four independent 
Non-Executive Directors appointed on listing. We have 
met on two occasions during the financial year and have 
considered and made a recommendation regarding the 
appointment of the new Group Chief Financial Officer 
Designate, membership and chairmanship of the 
Board Committees.

I am confident that the Nomination Committee will ensure 
that the Board and Board Committees have the right 
leadership skills for the Company as it continues its 
long-term growth strategy.

Attendance during the year

Member 

Philip Green (Chairman) 

Ray King 

Orna NiChionna 

Gareth Williams1 

Attendance 

2/2 

2/2

2/2

0/2

1  Non-attendance was due to prior commitments, which could not be 

rescheduled, or for compassionate reasons.

The Company Secretary, Vicki Haynes, attends all meetings 
as secretary to the Committee. In addition, Lance Batchelor 
(Group Chief Executive Officer) attends by invitation.

Our terms of reference and main responsibilities
Our full terms of reference, explaining our role and the 
authority delegated by the Board are available on the Saga 
website at http://corporate.saga.co.uk/investor-relations/
corporate-governance/

Our main responsibilities are to:

 – regularly review the structure, size and composition 

(including the skills, knowledge, independence, experience 
and diversity) of the Board and to make recommendations 
with regard to any changes

 – give full consideration to succession planning for Directors 

and other senior executives, to ensure progressive 
refreshing of the Board

Corporate Governance Statement 
Nomination Committee Report

 – evaluate the balance of skills, knowledge, independence, 
experience and diversity on the Board and, in light of this 
evaluation, prepare a description of the role and capabilities 
required for a particular appointment and its expected  
time commitment

 – review the results of the Board performance evaluation 
process that relate to the composition of the Board.

Our activities
At the centre of our remit is a detailed understanding of the 
Board’s and the Board Committees’ structure, size and 
composition. We have considered this since the Company 
became a plc and plan to conduct an assessment of the 
Board’s skills, independence and experience (including 
diversity) after a full year of operation. 

Allocation of time spent on matters at Nomination 
Committee meetings for year ended 31 January 2015

 1. Board composition – 40%
 2.  Board Committees’ 
composition – 40%

 3.  Non-Executive Directors’  

induction – 20%

1

3

2

Our procedures for appointing Directors and  
our policy on diversity 
Our terms of reference say how we will go about the 
recruitment and appointment of Directors to the Board. 
We will use open advertising or the services of external 
advisers to facilitate our search for the best possible candidates 
from a wide range of backgrounds when this is necessary.

We believe it is in the very nature of Saga to recognise the 
benefits that diversity brings. With this in mind our policy is to 
appoint the best possible candidate, who will be considered 
on merit and against objective criteria, rather than to set 
quotas for a particular aspect that may deflect us from 
achieving this fundamental target every time. At the date 
of this report, 10% of the Board is female. 

Appointment of Directors
The selection of the Non-Executive Directors took place 
before the Company was listed and the Nomination 
Committee was created, although their recruitment followed 
the principles and provisions of the Code. 

The appointments were effective shortly before or from the 
Company’s listing. An overview of the Director induction 
process has been included in the Effectiveness section of 
the Corporate Governance Statement on page 62. For further 
information, please also refer to Selection of the current 
Non-Executive Directors on page 62. 

Philip Green
Chairman, Nomination Committee

63

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Corporate Governance Statement 
Accountability

Risk management and internal control
The Board has ultimate responsibility for the Group’s risk management and internal control framework and receives regular 
reports from the Group CEO on the Group’s business risk profile and key risks. All key risk, compliance and control activities 
are considered at either the Risk or Audit Committees. This framework is designed to manage and mitigate risk rather 
than eliminate it and can only provide reasonable, and not absolute, assurance against material loss or misstatement. 
This framework is regularly reviewed and complies with the Financial Reporting Council’s Internal Control: Revised Guidance 
for Directors (formerly ‘The Turnbull Guidance’).

Saga’s ‘three lines of defence’ risk governance model

Governing body/Board/Audit and/or Risk Committee

Senior management

1st line of defence

2nd line of defence

3rd line of defence

Manage-
ment
controls

Internal
control
measures

Financial control

Security

Risk management

Compliance

Health and safety

Internal
audit

E
x
t
e
r
n
a

l

a
u
d
i
t

R
e
g
u

l

a
t
o
r

The three lines of defence work as follows:

1st line of defence – Risk taking by management, in line with agreed risk appetite, risk policies and procedures. Various 
governance forums in each business review all risk exposures and risk mitigation activities on a regular basis, supported 
by the 2nd line of defence oversight functions. Consideration of business risks are a standing agenda item at each executive 
meeting within the Group.

2nd line of defence – Independent oversight provided by the various control functions, including risk, compliance and health 
and safety. Specific duties include advice on Group and business risk appetites, independent review of both the rating of key 
risks, and approach and adequacy of business risk management strategies. The 2nd line of defence is also responsible for 
reporting on the management of principal risks and uncertainties to the Risk Committee and Board.

3rd line of defence – Independent assurance on the operation and effectiveness of internal control throughout the Group, 
including consideration of the effectiveness of the risk management process. The 3rd line of defence reports to the Board  
by way of the Audit Committee. 

The Committee structure and flow of risk, compliance and internal control information is shown on page 24.

Saga’s spread and variety of business operations require risk and internal control issues to be considered at both specialist 
business level and aggregated Group level. Risk and internal control oversight is provided at all Committees and key concerns 
are raised to the Audit and Risk Committees and ultimately to the Board if required.

Two further Group Committees are in force to consider specialist risks and issues in the following key areas:

 – Financial crime, data and information security
 – Business continuity

64

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
Risk management process

Independent
policies
assurance

Group strategy

Group risk appetite

Group risk policy

Risk assessment

Business-specific
risk appetites

Business-specific
policies

Ongoing monitoring

Risk review

Risk oversight

Risk management cycle
The Group risk management cycle is an iterative cycle of 
activities, comprising the following:

Risk assessments are reviewed at business risk committees 
and the principal risks are subject to independent review by 
the Risk Committee.

Identification of risk appetite
Saga defines risk appetite as the amount and sources of risk 
which we are seeking, willing to accept or looking to avoid in 
pursuit of our business objectives over a set period of time. 
Group risk appetite is derived from our strategic objectives 
and is used as a measure against which all of our current and 
proposed activities are tested. Group risk appetites are further 
defined within the Principal risks and uncertainties section  
(pages 24-29).

Business risk appetites are separately crafted, complementary 
to Group appetites but customised to reflect the specific 
needs and characteristics of each business. Business risk 
appetites may be different to Group appetites but cannot 
exceed them.

Group and business risk appetites are reviewed at least 
annually to ensure that they are aligned with any changes  
in strategy or specific strategic initiatives. 

Risk policies
Saga has a Group risk policy, defining our risk management 
strategy, framework, governance structures, and detailed 
assessment and mitigation processes. Beneath this Group 
document, individual business policies are created, 
customised to reflect specific business characteristics but 
still consistent with the overall risk management framework. 
All risk policies are reviewed at least annually and approved 
at business or Group boards as appropriate. 

Risk assessment and risk registers
All Saga businesses assess each risk for likelihood and 
impact. Most use a common risk assessment matrix, although 
several have a customised impact scale to reflect their size or 
the highly specialist nature of their risks. Each business then 
creates appropriate controls to manage such risks. Risks are 
rated on both an inherent and residual basis and are rated on 
a red, amber, yellow and green scale. 

Risk registers have been created for each business to 
capture their key risks, associated controls and incidents. 
These registers are typically sub-divided by function or 
business area. The highest rated residual risks in terms of 
impact and probability for each business are aggregated at 
Group level to produce a list of principal risks and uncertainties, 
assessed at residual level against Group risk appetite. 

Risk review
Reports on key risks and controls, and incidents, are 
presented to each governance forum meeting specified in 
the Committee structure, flow of risk, compliance and internal 
control information chart on page 24. In addition, checks 
against control effectiveness, and any exceptions or overdue 
actions are also considered. Each of these governance 
meetings is attended by key 1st and 2nd line of defence 
managers and the actions are minuted and followed up at 
the next meeting. Significant control weaknesses or failures 
are escalated to the individual business board in question or, 
if of sufficient scale and seriousness, to the Risk Committee. 
Each risk committee also considers cross-Group risks and 
incidents to ensure the risk of contagion is minimised.

Risk oversight
Independent oversight of the risk management process, 
including key risks and their associated management, 
incidents and compliance, is provided by the Chief Risk 
Officer and the risk team, the compliance team, the Risk 
Committee and, ultimately, the Board. 

Risk monitoring
All risk registers are independently reviewed by the risk  
team at least quarterly to test for completeness of risk and 
control capture, effective testing of key control measures,  
and recording and reporting of any exceptions and  
overdue actions.

65

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Corporate Governance Statement 
Accountability continued

Risk information
All risk data, including risks, controls, control tests and 
incidents, is captured in an internet-enabled risk portal. This 
portal produces risk reports for all governance meetings. 

Independent process assurance
Saga’s internal audit function (‘Internal Audit’) provides 
independent assurance of the completeness and 
effectiveness of the risk management procedures at both 
Group and business levels.

Process feedback
Outputs from the risk management cycle are fed back to the 
Risk Committee to assist with necessary revision of the Group 
risk management policy and framework. They may also be 
used to inform future iterations of the Group’s strategy. 

Internal control
Internal Audit acts as the 3rd line of defence within Saga’s 
three line of defence risk management framework. The 
objective of Internal Audit is to help protect the assets, 
reputation and sustainability of the organisation by providing 
independent, reliable, valued and timely assurance to the 
Board and executive management. To preserve the 
independence of Internal Audit, the Head of Audit’s primary 
reporting line is to the Chairman of the Audit Committee, 
and the staff of the function are prohibited from performing 
operational duties for the business.

All activities of the Group fall within the scope of Internal 
Audit’s remit and there are no restrictions on the scope  
of Internal Audit’s work. Internal Audit fulfils its role and 
responsibilities by delivering the annual, risk-based audit plan. 
Each audit within the plan provides an opinion on the control 
environment and details of issues found. Internal Audit works 
with the businesses to agree remedial actions necessary  
to improve the control environment, and these are tracked  
to completion.

The Head of Audit submits reports to, and attends, board and 
audit committee meetings for the subsidiary Saga businesses, 
as well as the Audit Committee.

Financial reporting
The Group maintains a control environment that is regularly 
reviewed by the Board. The principal elements of the control 
environment include comprehensive management and 
financial reporting systems and processes, defined operating 
controls and authorisation limits, regular Board meetings, 
clear subsidiary board and operating structures, and an 
Internal Audit function.

Internal control and risk management systems relating to the 
financial reporting process and the process for preparing 
consolidated accounts ensure the accuracy and timeliness  
of internal and external financial reporting.

The Group undertakes an annual strategy process which 
updates the plan for the next five years, and produces 
a detailed budget for the next financial year. Throughout  
each year, detailed reforecasts are performed by each area  
of the Group each month and are consolidated to provide an 
updated view of expected performance for the current year. 
Each reforecast covers the income statement, cash flow and 
balance sheet positions phased on a monthly basis through  
to the end of the year. 

Regular weekly and monthly reporting cycles allow 
management to assess performance, and identify risks and 
opportunities at the earliest opportunity. Trading performance 
is formally reviewed on a weekly basis by the management  
of the trading subsidiaries, and monthly by the management 
of the Group. Performance is reported to the Board at each 
Board meeting. Performance is assessed against budget  
and against the latest forecast expectations.

The Group has an established and well-understood 
management structure with documented levels for the 
authorisation of business transactions and clear bank 
mandates to control the approval of payments. Control of  
the Group’s cash resources is operated by a centralised 
treasury function.

Internal management reporting and external statutory 
reporting timetables and delivery requirements are well 
established and documented. Control of these is maintained 
centrally and communicated regularly.

The Group maintains computer systems to record and 
consolidate all of its financial transactions. These ledger 
systems are used to produce the information for the monthly 
management accounts, and for the annual statutory financial 
statements. The trading subsidiaries within the Group prepare 
their accounts under UK GAAP and the central consolidation 
processes capture the additional information required to 
convert subsidiary performance to IFRS, to consolidate it, 
and to prepare the relevant disclosure notes. 

The accounts production process ensures that there is a clear 
audit trail from the output of the Group’s financial reporting 
systems, through the conversion and consolidation 
processes, to the Group’s financial statements.

Statement of review
The risk management process detailed above was in place  
for the year under review and up to the date of approval  
of this report.

The Board has conducted a review of the effectiveness 
of Saga’s risk management and internal control systems, 
including all material financial, operational and compliance 
controls, and concluded that these are acceptable. 

66

Saga plcAnnual report and accounts  for the year ending 31 January 2015Corporate Governance Statement 
Audit Committee Report

Our terms of reference and main responsibilities
Our full terms of reference, explaining our role and the 
authority delegated to us by the Board, are available on the 
Saga website at http://corporate.saga.co.uk/investor-relations/
corporate-governance/

Our main responsibilities are to:

 – monitor the integrity of financial statements of the 

Company

 – review and report to the Board on significant financial 

reporting issues and judgements

 – review and assess the adequacy and effectiveness of the 
Company’s internal financial controls and internal control 
systems (including compliance, whistleblowing, fraud 
detection and the prevention of bribery)

 – review and approve the internal audit charter, budget  

and work plan

 – monitor and review the effectiveness of the Company’s 
internal audit function, in the context of the Company’s 
overall risk management system

 – consider and make recommendations to the Board in 

relation to the appointment, re-appointment and removal 
of the Company’s external auditors

 – ensure that at least once every ten years the audit services 

contract is put out to tender

 – monitor, review and assess the external auditors’ 

independence and review the external audit work plan
 – review the findings of the audit with the external auditors.

We work in co-operation with the Risk Committee, to monitor 
the range of internal control and risk management issues 
affecting the Group. The common membership of both 
Committees helps us to operate in a very integrated way. 

Our activities
As a new committee, our early work involved developing  
our understanding of the Company’s financial reporting  
and internal control processes through meetings with key 
management and the external auditors. This allowed us to set 
work plans and robust agendas for meetings and ensure that 
appropriate policies, procedures and reporting arrangements 
were in place to address our remit.

At our first meeting, in September 2014, we reviewed our 
terms of reference, established the flow of reporting to the 
Audit Committee and reviewed the recent work of Internal 
Audit and of the existing subsidiary audit committees. Work 
plans for the year were agreed with internal and external audit. 
We considered the Group’s main accounting policies and 
reviewed the interim results before their consideration 
by the Board.

At this meeting, we considered the external auditors’ 
engagement terms for 2014/15, including the fee proposal, 
and made recommendations to the Board. We considered 
a report from the external auditors setting out the significant 
risks and other areas of audit emphasis identified by them 
through their planning work, and their intended approach to 
auditing these areas. We also determined the Group policy 
for purchasing non-audit services and procedures to address 
financial crime.

Ray King Chairman, Audit Committee

Dear Shareholder, 
I am pleased to report on the activities of the Audit 
Committee during its first year following the Company’s 
listing on the London Stock Exchange.

The Audit Committee was formed at the time of the IPO, 
met on two occasions during the financial year and has 
met twice since the year end. We have worked closely 
with management and the external auditors to develop an 
early understanding of the Group’s businesses and its 
financial reporting and internal control processes. We 
have also met with the independent chairmen of the audit 
committees of the Group’s two key subsidiaries, AICL, 
our insurance underwriting business based in Gibraltar 
and Saga Services Ltd in order to gain their perspectives.

These early meetings have been marked by open, 
constructive discussion and I would like to thank all 
participants for their contribution.

The members of the Audit Committee are the four 
independent Non-Executive Directors appointed at the 
time of the IPO, Philip Green, Ray King, Orna NiChionna 
and Gareth Williams. I chair the Audit Committee and  
as a chartered accountant have had recent and relevant 
financial experience as a CEO and CFO. The Company 
Secretary, Vicki Haynes, is secretary to the Audit Committee. 

Attendance during the year

Member 

Ray King (Chairman) 

Philip Green1 

Orna NiChionna 

Gareth Williams1 

Attendance 

2/2 

1/2

2/2

1/2

1  Non-attendance was due to prior commitments, which could not be 

rescheduled, or for compassionate reasons.

In addition to the Audit Committee members, Lance 
Batchelor (Group Chief Executive Officer), Stuart Howard 
(Group Chief Financial Officer), Andrew Stringer (Group 
Financial Controller), Helen Webb (Head of Internal Audit), 
Andy Bulgin (Chief Risk Officer) and representatives from 
our external auditors attend by invitation. We also invite 
other executives and Directors from around the Group to 
provide input on relevant agenda items and have private 
meetings with the Head of Internal Audit and the 
Company’s auditors.

67

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015At our next meeting in December 2014 we considered a 
report from Internal Audit on the effectiveness of the Group’s 
risk management systems and received a presentation on 
preparations in AICL for Solvency II, the European Union 
Insurance Directive which comes into force on 1 January 
2016. We also received a detailed report on whistleblowing 
procedures in Saga.

At the February 2015 meeting we received a presentation 
from the chairman of the audit committee for Saga Services 
and Direct Choice Insurance Services; considered the annual 
report planning and received an update from the external 
auditors. We discussed with Ernst & Young LLP (‘EY’ or the 
‘Auditor’) their main observations following the interim audit. 
The meeting in April 2015 focused on the annual report, 
and we conducted and evaluated the effectiveness of the 
audit process and auditor’s performance.

Allocation of time spent on matters at Audit 
Committee meetings for year ended 31 January 2015

 1.  Procedure (terms of reference  
and flow of reporting) – 17%

 2. Internal audit – 23%
 3. External audit – 34%
 4.  Accounting procedures, policies  

and judgements – 5%

 5.  Policy review (financial crime  

and non-audit) – 10%

 6.  In-depth analysis of business  

area – 8%

 7.  Private meetings (External auditors  
and Head of Internal Audit) – 3%

6 7

1

5
4

2

3

An evaluation of the Audit Committee’s effectiveness will be 
conducted after a full year of operation. 

Annual report
Review of interim and full year results
The interim and full year results were reviewed, together with 
papers summarising the process of preparing the financial 
statements, the appropriateness and application of key 
accounting policies, and the areas of significant judgement, 
including how those judgements were made.

Key areas of significant judgement which we discussed were:

 – Valuation of insurance contract liabilities £641.3m. We 

considered the conclusions of the Insurance Reserving 
Committee and the actuarial processes for valuing these 
liabilities including the key judgements made. We also 
received the views of EY from their work on the assessment 
of reserves and concluded that the valuation of insurance 
contract liabilities was appropriate.

 – Testing of the carrying value of goodwill for impairment. 

We considered the methodology to perform the impairment 
reviews of the carrying value of goodwill and concluded 
that no impairments were necessary, except in relation 
to the Healthcare Services segment where we agreed with 
the impairment processed by management of £177.8m.

Corporate Governance Statement 
Audit Committee Report continued

 – Assets held for sale. Following the Group’s decision to 

dispose of the Allied Healthcare business, we considered 
the classification of this business as a held-for-sale 
disposal group and concluded that the criteria in IFRS 5 
had been met and the assets and liabilities had been 
appropriately fair-valued.

 – Share-based payments. We considered the determination 
and valuation of charges in respect of the various share-
based payments and concluded that the charge in the 
income statement was appropriate.

Reports were received from EY at the conclusion of their work 
on the interim and full year results and during the process  
of their audit. The reports on the full year results included 
specific focus on those areas identified as having significant 
audit risk or other audit emphasis.

Following our review of the accounts and after reading the 
annual report we advised the Board that we supported its 
statement on page 99 that the annual report and accounts, 
taken as a whole, are fair, balanced and understandable 
and provides the information necessary for shareholders 
to assess the Company’s business performance, business 
model and strategy.

External audit
Our responsibilities with regard to external audit include 
recommending to the Board the appointment of auditors, 
agreeing their remuneration, ensuring their independence 
and objectivity and working with them to achieve an efficient 
and effective audit. Representatives of EY attend each Audit 
Committee meeting and the chairman of the Audit Committee 
maintains contact between meetings, as required. 

The Audit Committee reviewed the effectiveness of the 
external audit process. We considered how the EY team 
had demonstrated their skill, independence and objectivity 
during the year, the quality of reports received by the Audit 
Committee and the efficiency of the year end process. Views 
were also received from executive management. The Audit 
Committee is satisfied that the audit continues to be effective 
and provides an appropriate independent challenge to the 
Group’s senior management.

Auditor re-appointment
The Audit Committee unanimously recommended to 
the Board on 28 April 2015 that a resolution for the 
re-appointment of EY as the Company’s independent Auditor 
be proposed to shareholders at the AGM and the Board 
has accepted and endorsed this recommendation.

External audit tendering
EY were appointed as auditors of the principal trading 
companies within the Acromas group in September 2007 
following a competitive audit tender process. They were then 
appointed as auditors of Saga plc on 24 September 2014 
following its incorporation and insertion within the Group prior 
to listing. In accordance with the Competition and Market 
Authority’s order which requires FTSE 350 companies to 
tender the audit at least every ten years, the Group intends to 
undertake its next competitive tender process following the 
completion of the audit of the year ending 31 January 2017. 

68

Saga plcAnnual report and accounts  for the year ending 31 January 2015Auditor independence and non-audit services
The independence of EY is reviewed by the Audit Committee 
and confirmed by the Auditor throughout the year. 

Matters referred this year included a number of IT issues, 
notably the threat of cybercrime and risk management 
procedures in the Healthcare division. 

In liaison with the Risk Committee we have reviewed the 
effectiveness of the Company’s internal controls and risk 
management systems.

Financial crime policies
We considered financial crime policies including anti-bribery 
and anti-corruption, whistleblowing and fraud and discussed 
how these policies were to be communicated throughout the 
Group, noting that training had taken place during the year for 
the majority of Senior Managers and that investment was being 
made into an IT system which would monitor and provide an 
audit trail for such training. The proceedings of the Group 
financial crime, data and information security committee 
(in terms of monitoring the effectiveness of such policies) 
are reported to the Audit Committee on a regular basis.

We approved the draft policies and recommended that these 
be submitted to the Board for consideration and they were 
duly adopted. 

Ray King
Chairman, Audit Committee

The Audit Committee approved a list of non-audit services 
where we were satisfied EY could carry out those services 
without jeopardising their role as auditor. We also set clear 
approval levels where the Audit Committee Chairman (or the 
whole Audit Committee) would be required to authorise 
assignments. Competitive tendering will be used for 
substantial work.

The audit fees payable to EY in respect of the year ended 
31 January 2015 are £1,110,000 and non-audit service fees 
incurred were £930,900, the latter being heavily influenced  
by work necessary for the listing. This equates to a non-audit 
to audit fee ratio of 0.84. The equivalent fees have not been 
provided in respect of the year ended 31 January 2014 as  
the Group did not exist in its current form during that year.

Excluding fees for services associated with the listing of the 
Group in May 2014 where EY provided accounting services, 
non-audit fees were £216,900, a ratio of 0.20. The main 
non-audit fees related to the interim results, assistance with 
conversion to IFRS and reporting on the Group’s debt 
covenants and its Travel business. A summary of fees paid to 
the Auditor is set out in note 4 to the consolidated financial 
statements on page 129. 

Internal control and Internal Audit
A key part of our work is the oversight of the Internal Audit 
function. This includes reviewing the results of the internal 
auditor’s work and the assurance from Internal Audit on 
its 3rd line of defence review of the functioning of the risk 
management framework. We also review and monitor 
management’s responsiveness to the internal auditor’s 
findings and recommendations. The function consists of 
11 people with a broad range of skills; we also purchase 
audit skills externally for specialised audits. Our view is 
that the Internal Audit function was adequately resourced.

Internal Audit’s charter setting out the purpose, scope and 
responsibilities for Internal Audit was noted and supported, 
and the 2014/15 internal audit plan was discussed, including 
resource levels within the team and time spent on individual 
audits and businesses. 

Where Internal Audit reviews identify significant areas of 
business risk we consider the implications and actions 
required in the Risk Committee. 

69

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Corporate Governance Statement 
Risk Committee Report

Our terms of reference and main responsibilities
Our full terms of reference, explaining our role and the 
authority delegated to us by the Board, are available on the 
Saga website at http://corporate.saga.co.uk/investor-relations/
corporate-governance/

Our main responsibilities are:

 – advising the Board on the Group’s overall risk appetite, 

tolerance and strategy

 – overseeing and advising the Board on the current risk 

exposures of the Group and future risk strategy

 – keeping under review the Group’s overall risk assessment 

processes that inform the Board’s decision making, 
ensuring both qualitative and quantitative metrics are used, 
and reviewing these measures regularly

 – keeping under review the effectiveness of the Group’s risk 

management systems

 – reviewing the Group’s capability to identify and manage 

new risk types and ensuring that a supportive risk 
management culture is embedded and maintained 
throughout the Group 

 – where appropriate, agreeing with the Remuneration 

Committee how risk should be recognised when setting 
performance objectives for executive remuneration 
 – reviewing reports on any material breaches of risk limits 

and the adequacy of proposed action

 – reviewing Group compliance performance, assessing the 
adequacy and effectiveness of the various compliance 
functions and giving particular consideration to any 
breaches and/or required notifications to compliance 
authorities and how these have been rectified

 – reviewing reports from the CRO on the effectiveness  

of risk management operations

 – reviewing and monitoring management’s responsiveness 

to the findings and recommendations of the CRO.

Our activities 
Risk strategy, policy and appetite
The Risk Committee has worked with management to ensure 
that the Group has tailored risk management structures which 
meet the needs of each business and which also work within 
the Group’s overall risk management in terms of policy, risk 
appetite and monitoring procedures. 

The Risk Committee also recognised the need to define risk 
appetites and tolerances for both financial and non-financial 
risks. We therefore ensured that management produced risk 
appetite and tolerance statements for a range of risk categories, 
both at Group and business level. The final Group risk policy 
was approved by the Committee and signed off by the Board.

Management and reporting
At our early meetings we focused on agreeing the risk 
management procedures throughout the Group. We worked 
closely with the CRO and executive management to understand 
and agree resourcing, reporting lines and information flows 
to the Risk Committee. Enhancements to the existing risk 
management framework were agreed and we introduced a 
formal requirement for business CEOs to certify compliance 
with the risk management framework at year end.

Ray King Chairman, Risk Committee

Dear Shareholder, 
I am pleased to present the first report of the Risk Committee, 
which was established at the time of the IPO. All of the 
independent Non-Executive Directors are members of the 
Risk Committee and also of the Audit Committee and this 
has helped us to develop a broad-based understanding 
of internal control and risk management in Saga.

The role of the Risk Committee is to monitor the Group’s 
risk and compliance management procedures (described 
on pages 24-25) and regularly review principal business 
risks and compliance matters on behalf of the Board. 
While Saga’s business is mainly in retail financial services, 
its businesses in travel, shipping and care of the elderly 
bring specific risk and compliance issues which we keep 
under regular review. Saga’s principal business risks 
and uncertainties are described in pages 24-29.

Maintenance of an effective risk reward balance in pursuit 
of our objectives is essential. The Risk Committee provides 
a forum for careful consideration of our risks on an 
individual and aggregated basis across our businesses. 
We have made a good start in reviewing and contributing 
to the management of the principal risks in the Group and 
I look forward to building on this in the coming year. 

Attendance during the year
The Risk Committee meets as necessary, although 
normally at least four times a year. During the last 
financial year since listing, it met on two occasions 
and it has also met twice since the year end. 

Member 

Ray King (Chairman)

Philip Green 

Orna NiChionna 

Gareth Williams1 

Attendance 

2/2 

2/2

2/2

1/2

1  Non-attendance was due to prior commitments, which could not be 

rescheduled, or for compassionate reasons.

The Company Secretary, Vicki Haynes, attends all meetings 
as secretary to the Risk Committee. In addition, Lance 
Batchelor (Group Chief Executive Officer), Stuart Howard 
(Group Chief Financial Officer), Andy Bulgin (Chief Risk Officer, 
’CRO’) and Helen Webb (Head of Internal Audit) attend by 
invitation. We also invite other executives and Directors 
from around the Group to provide input on relevant agenda 
items and have private meetings with the CRO.

70

Saga plcAnnual report and accounts  for the year ending 31 January 2015Compliance
The Group has regulated businesses in financial services, 
travel and healthcare, all of which require a robust approach 
to safeguard standards of compliance. At each meeting, the 
Risk Committee reviews the overall Group compliance status 
and receives a report on significant incidents within each of 
our businesses to assess the Company’s response. 

Review of individual businesses
One of the Risk Committee’s first actions was to initiate, on 
a rotational basis, meetings with each of the business CEOs 
and key functional managers to discuss in detail the risk 
and compliance issues in their business. Importantly, these 
meetings have focused both on current operational issues 
and on the implications of business development plans and 
possible changes in our markets, and more generally in 
the economy.

These meetings were prioritised according to risk ratings 
in the Group’s risk register (for further information refer to 
the Group’s principal risks on pages 24-29). During the 
financial year we received presentations from IT (following 
which a more detailed presentation including the threat of 
cybercrime was made to the Board) and Healthcare.

Since the year end, we have received presentations from 
the CEOs of Saga Services, Direct Choice Insurance Services 
and the Shipping division, which included a summary of the 
relevant risk environment and provided confirmation of how 
risk and compliance is embedded within each area.

Allocation of time spent on matters at Risk 
Committee meetings for year ended 31 January 2015

 1.  Risk strategy and policy – 11%
 2. Risk appetite – 6%
 3.  Resourcing and implementation 

of policy – 11%

 4.  Risk report review – 22%
 5.  Compliance report review – 11%
 6.  In-depth review of business  

areas – 28%

 7.  Private meetings with CRO – 11%

1

7

6

5

2

3

4

An evaluation of the Risk Committee’s effectiveness will be 
conducted after a full year of operation. 

Ray King
Chairman, Risk Committee

71

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Corporate Governance Statement 
Relations with shareholders 

The Board as a whole is informed on a regular basis about 
the views of key shareholders, including their concerns, along 
with any new analyst research. The Director of Corporate 
Affairs reports directly to the Group Chief Executive Officer 
and Group Chief Financial Officer regarding all shareholder 
and wider market matters and provides regular updates to the 
Chairman and Non-Executive Directors by way of face-to-face 
briefings, email updates and an Investor Relations Report, 
which is included at each Board meeting.

The Board is kept fully up to date on the views 
of shareholders and analysts through: 

 – Feedback from investor meetings, including key 

questions and concerns

 – Recommendations and expectations of sell-side 

analysts

 – Peer group news
 – Share price performance monitoring
 – Composition of the shareholder register
 – Feedback from our professional and other external 

advisers/market participants

Responsibility for maintaining regular communications with 
shareholders rests with Lance Batchelor as Group Chief 
Executive Officer and Stuart Howard, Group Chief Financial 
Officer. Lance and Stuart are assisted by the shareholders 
relations team led by Tim McCall, Director of Corporate Affairs.

We attach significant importance to the effectiveness of 
our communications with all of our shareholders and set 
ourselves the target of providing information that is timely, 
clear and concise. 

Saga has a diverse shareholder register which is formed of 
both institutional and retail ownership, the latter numbering 
over 200,000. Saga also has a number of analysts following 
the Company and providing regular research around key 
events and developments such as results and acquisitions 
announcements. As such, communication with these groups 
has been strategically structured in the following way:

Shareholder communication
 – Regular meetings with key shareholders
 – Face-to-face presentations of full year and half year results 
where the Group Chief Executive Officer and directors of 
business areas were available for discussions

 – Face-to-face presentation of the five year strategy at the 

Group’s Capital Markets Day 

 – Telephone briefings for in conjunction with key financial 

announcements. 

 – Live and post-event webcasts of key presentations
 – Investor ‘road shows’
 – Investor days, briefings and ad hoc meetings on request, 

where calendar and regulatory requirements allow

 – Conducted tours of Saga’s operations
 – Notification of key financial calendar information
 – Notification of the provision of live webcasting services  

for key presentations

 – Notification of availability of past key presentations via  

our corporate website

Wider communication
 – Face-to-face presentations of full year and half year results 
where the Group Chief Executive Officer and management 
team were available for discussions 

 – Face-to-face presentation of the five year strategy at the 

Group’s Capital Markets Day 

 – Telephone briefings for analysts in conjunction with key 

financial announcements. 

 – Face-to-face and telephone meetings for analysts with  

the management team

 – Face-to-face presentations with bank sales teams
 – Conducted tours of Saga’s operations for analysts

72

Saga plcAnnual report and accounts  for the year ending 31 January 2015Gareth Williams Chairman, Remuneration Committee

Dear Shareholder,
I am conscious that this is the first Remuneration Report 
for Saga as a listed company. We started our work as a 
new Remuneration Committee following the initial share 
offering on 29 May 2014. The Remuneration Committee 
reviewed and built on the remuneration work done by 
the Board in the lead up to the IPO and published in 
the Prospectus.

Our goal is to have a Remuneration Policy and strategy 
which stimulates sustainable, value creating growth 
and performance for the business and rewards the 
performance of management accordingly. This has 
guided our thinking and actions in our initial work 
together and our dialogue with senior management.

This report lays out the core principles of our Directors’ 
Remuneration Policy and our practice over the past year. 
I trust we have done this with the transparency and clarity 
that aids your understanding of both our intent and our 
activity. I would appreciate any feedback you have to  
offer on this point (my contact details are at the end  
of the statement).

Attendance during the year

Member 

Gareth Williams1 

Philip Green 

Ray King (Chairman)

Orna NiChionna 

Attendance 

2/3

3/3

3/3

3/3

Directors’ Remuneration Report 
Annual Statement

Group highlights for the 2014/15 financial year
Since April 2014, considerable work has been done by 
Andrew, Lance and the senior management team to bring 
further clarity to the ambition and strategy of the Company. 
This has resulted in increased investor interest, activity and 
an uplift in the share price as we closed the fiscal year.

The effectiveness of the strategy has been substantiated 
in the key performance highlights of the year.

 – The Group’s capital efficient, cash generative strategy, 
has led to strong trading performance. In the 2014/15 
financial year, Trading EBITDA increased by 6% to £227.4m 
(2014: £214.5m1).

 – Strong profit delivery and continued high levels of cash 

conversion meant the Group beat its debt reduction target 
for 2014/15 and now has a net debt to Trading EBITDA 
ratio of 2.5x. This has allowed the proposed final dividend 
of 4.1p per share to come in at the top end of the range 
detailed in the IPO prospectus. 

 – The Group’s acquisition of Destinology, the digitally focused 

travel company and proposed acquisition, subject to 
regulatory approval of Bennetts, the UK’s leading motorbike 
insurance broker, will allow the Group to expand its footprint 
in areas with significant synergies for the current business. 
When completed Bennetts will add over 200,000 motorbike 
policies and highly complementary customers to the Saga 
database, while Destinology enhances the range of travel 
options available to Saga customers. 

 – The Group’s strategy of expanding into new areas whilst 
maintaining its capital efficient model saw a joint venture 
with Tilney Bestinvest and a partnership with Rangeford 
signalling moves into the wealth management and 
retirement villages sectors. 

Remuneration decisions and activity  
in the 2014/15 financial year
The Remuneration Policies and practices that were outlined 
in detail at the time of the Company’s listing in May 2014 have 
been largely maintained. However, we have taken the opportunity 
to review all the key components of remuneration and amend a 
number of areas in service of our goal of stimulating sustainable 
growth and performance. The Remuneration Committee is 
satisfied that the execution of the policies and practices is in 
line with the intent of the remuneration governance framework.

1  Non-attendance was due to prior commitments, which could not be 

rescheduled, or for compassionate reasons.

In particular we:

Structure of the Report
Annual Statement (pages 73-74)
 – Directors’ Remuneration Report ‘at a glance’ (pages 75-79)
 – Directors’ Remuneration Policy (pages 80-89) 
 – Annual Report on Remuneration (pages 90-95)

Our core principles of remuneration
 – Sustainable long-term value creation
 – Profitable growth and strong cash generation
 – Attraction, retention and motivation of a talented 
leadership cadre to deliver the business strategy

 – commissioned an updated benchmarking study to 

audit the compensation position that was outlined in 
the listing information. This confirmed to us that Saga’s 
senior executives are appropriately positioned to be well 
rewarded for delivering stretching and sustainable 
business performance.

 – made an adjustment to the 2014/15 annual incentive for 

the Executive Directors, adding a second financial measure  
of debt reduction. We have made further adjustments  
for 2015/16, with 80% of the incentive linked to PBT and  
cash flow targets, and 20% linked to key strategic and 
performance goals which will be determined by the 
Remuneration Committee, in conjunction with management, 
each year. Further details can be found on pages 79 and 91.

1    Adjusted to allow like-for-like comparison between the two periods.

73

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Remuneration Report 
Annual Statement continued

 – modified the cash bonus deferral terms for 2015/16, 

introducing a uniform 33% deferral across the total bonus 
achieved rather than the previous arrangement where 
deferral of bonus commenced when bonus payout 
exceeded 60% of salary (whereby one-third of the total 
bonus achieved was deferred into shares). Further details 
can be found on pages 79 and 91.

 – increased the shareholding requirement for the Executive 
Directors. This is now 200% for the Executive Chairman 
and Group Chief Executive Officer (previously 100%) and 
150% for the Group Chief Financial Officer (previously 
100%). The shareholding requirement for the Executive 
Team is 75% of salary.

 – reviewed the two measures in the Long-Term Incentive 

Plan (‘LTIP’) – comparative total shareholder return (‘TSR’) 
and earnings per share (‘EPS’) – and concluded that they 
remain appropriate. The targets for the 2014/15 and 
2015/16 awards are outlined on page 79.

Under the voting regime that now governs these matters,  
two resolutions will be put to shareholders at the AGM.

We will first seek approval for the Remuneration Policy 
Report (Part A: pages 80-89). This outlines the Company’s 
Remuneration Policy for Executive Directors effective from 
the 2015 AGM. The vote is binding on the Remuneration 
Committee and has a duration of up to three years.

The second is seeking approval for the Annual Report on 
Remuneration (Part B: pages 90-95). It details decisions 
and actions taken by the Remuneration Committee over the 
past 12 months and the performance and remuneration 
consequences. This section of the Report is voted 
upon annually.

Our goal has been to be thoughtful and clear in the layout  
of both parts of the Report and I ask for your support on  
both resolutions.

In addition, we have undertaken the following:

 – determined the Remuneration Committee’s terms 

of reference

 – reviewed and reaffirmed the appointment of PwC 

as advisors to the Remuneration Committee
 – formulated the Company’s Remuneration Policy  

as a listed company

 – drafted the Company’s first Remuneration Report  

as a listed company

Allocation of time spent on matters at Remuneration 
Committee meetings for year ended 31 January 2015

 1.  Procedure (terms of reference and 

policy) – 9%
 2.  Executive team 

benchmarking – 21%

 3. Annual bonus metrics – 29%
 4.  Formation of remuneration  

policy/report – 29%

 5.  Employee share plans – 12%

1

2

3

5

4

An evaluation of the Remuneration Committee’s effectiveness 
will be conducted after a full year of operation.

As Chairman of the Remuneration Committee, I also talked 
with a number of our top shareholders in late March 2015. 
It was a valuable opportunity to have a discussion, and 
receive feedback, on our Company and Remuneration Policy.

We have many valued Saga customers included in our 
shareholder register, so for the benefit of everyone, let me 
summarise the process for considering this Remuneration 
Report at our forthcoming AGM on 23 June 2015.

74

I welcome any feedback from the Company’s shareholders 
and you can contact me on gareth.williams@saga.co.uk if you 
have any questions or comments on this Report.

Gareth Williams
Chairman, Remuneration Committee

Notes
This report has been prepared in accordance with Schedule 8 to the Large 
and Medium-sized Companies and Groups (Accounts and Reports) 
Regulations 2008 as amended in 2013, the provisions of the current Corporate 
Governance Code and taking into account the new UK Corporate Governance 
Code (applying for financial years beginning on or after 1 October 2014) (the 
‘Code’) and the Listing Rules. The report consists of three sections:

 – The Annual Statement by the Remuneration Committee Chairman and 

associated ‘At a glance section’

 – The Remuneration Policy Report which sets out the Company’s 

remuneration policy for Directors and the key factors that were taken into 
account in setting the policy. This policy will apply for three years from its 
date of approval at the 2015 AGM

 – The Annual Report on Remuneration which sets out payments made to 
the Directors and details the link between Company performance and 
remuneration for the 2014/15 financial year.

The Chairman of the Remuneration Committee’s Annual Statement and the 
Annual Report on Remuneration will be subject to an advisory vote at the 
AGM. The Remuneration Policy will be subject to a binding vote.

Saga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Remuneration Report 
At a glance

Introduction
In this section, we summarise the purpose of our Remuneration Policy and its linkage to our corporate strategic objectives. We 
highlight the performance and remuneration outcomes for the 2014/15 financial year. More detail can be found in the Remuneration 
Policy Report and Annual Report on Remuneration.

Our remuneration policy and its link to our Group strategy
The Group’s strategy is laid out on pages 14-17. The key elements of the Company’s strategy and how its successful 
implementation is linked to the Company’s remuneration are set out in the following table.

Strategic priorities

Make more of our database 
and digital marketing

Continued growth and 
long-term shareholder 
value creation

 –  Make more of our 

 –  Consistent financial 

Equity 
ownership 
and 
retention of 
shares

Retain and 
reward 
Executive 
Team to 
deliver the 
strategy

Remuneration policy (from the 
date of shareholder approval)

Fixed remuneration 
(salary, benefits and 
pension)
The Company provides 
competitive levels to attract 
and retain talent required to 
successfully deliver on our 
business strategy.

Capitalise on the high-
growth opportunity in our 
core businesses

 –  Expand our Insurance 
footprint leveraging our 
existing broker model

 –  Grow the Travel 

business which is 
central to the strength 
of our brand

 –  Continue to expand 
our high-quality 
personal finance 
offering

database which is an 
exceptionally valuable 
tool which can be 
developed further to 
make segmentation, 
digital marketing and 
distribution an ever 
more significant part  
of our activities

performance underpinned 
by balanced and profitable 
growth measured  
by PBT and EPS

 –  Remain a cash generative 
business which will support 
a progressive dividend 
policy and ensure long-term 
value for shareholders

 – Continue to put 

innovation at the centre of 
our business to meet 
customer needs

Encouraged through bonus 
deferral and shareholding 
requirements.

Profit before tax growth
An incentive to grow in 
the core markets is 
provided in the short term 
through the profit before 
tax (‘PBT’) growth and 
cashflow targets in the 
Annual Bonus Plan.

Group cash flow
The success in 
maximising operational 
excellence will be 
reflected through 
increased profitability  
and cash flow.

Annual bonus metrics
Maximum annual bonus 
opportunity is 150% of salary.

 – two thirds of the total 
bonus to be paid 
immediately in cash
 – one third deferred into 

shares subject to a three 
year vesting period

LTIP metrics
Maximum annual award is 
200% of salary.

Awards will vest at the end of 
three years subject to the 
achievement of:

 – stretching EPS conditions 
which provide alignment to 
our core strategic priorities
 – relative TSR performance of 
the Company which provides 
alignment to the success  
of our business in delivering 
value to our shareholders 
compared with relevant 
comparator companies

Minimum shareholding 
requirements
 – Executive Chairman and 
Group Chief Executive 
Officer 200% of salary
 – Group Chief Financial 
Officer 150% of salary

An incentive to grow this 
market in the longer term 
is provided through EPS 
growth targeted by  
the LTIP.

The success in 
maximising operational 
excellence will be 
measured through the 
long term through EPS 
growth targeted by the 
LTIP. In addition, sustained 
value generation will be 
reflected in the share 
price of the Company 
which will be measured 
through the Company’s 
TSR performance under 
the LTIP.

TSR and EPS
The generation of cash and 
PBT growth targeted by the 
annual bonus will help 
enhance the value  
of the Company which will 
be measured through the 
success of the Company’s 
TSR performance against  
its comparators (a 
performance condition 
under the LTIP).

75

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Remuneration Report 
At a glance continued

How have we performed?

KPIs

Threshold

Target

Maximum

Actual

Annual Bonus Plan

Group Trading EBITDA

Leverage ratio1

LTIP as at year end 
31 January 2015

EPS growth (p.a.)

TSR

£228.9m

2.58x

7%

Median

Notes
1 

(Bank debt less available cash)/Trading EBITDA.

£233.9m

2.51x

£238.9m  

2.43x

£236.4m2

2.46x

–

–

12%

Upper quartile

13.4%

< Median

Percentage of 
maximum bonus 
earned/current 
potential LTIP vesting

80.0%

83.5%

100%

0%

2 

 Trading EBITDA achieved comprises £227.4m on the continuing business and £9.0m on the discontinued Allied Healthcare business. Both areas of the 
business were continuing at the time the performance measures were set.

Single total figure of remuneration for Executive Directors for the 2014/15 financial year

Executive Directors

Period

Andrew Goodsell 
(Executive 
Chairman)

2014/15

2013/14

Lance Batchelor  
(Group Chief  
Executive Officer)

Stuart Howard 
(Group Chief  
Financial Officer) 

2014/15

2013/14

2014/15

2013/14

Salary 
£

777,462

777,462

Taxable 
benefits 
£

41,496

40,456

941,506

544,224

556,667

13,225

655,958

n/a

n/a

n/a

472,781

472,781

27,794

17,241

477,036

283,669

Bonus 
£

LTIP 
£

Pension 
£

Other1
£

–

n/a

–

n/a

–

n/a

265,915

5,000,000

291,207

n/a

102,852

n/a

n/a

180,719

3,000,000

186,750

n/a

–

4,000,000

5,328,702

Other2
£

–

n/a

Total

7,026,379

1,653,349

n/a

–

n/a

n/a

4,158,330

960,441

Notes:
1  Executive Directors were provided a one-off award on IPO (‘IPO Award’). For the Executive Chairman and the Group Chief Financial Officer, share awards fully 
vested on IPO (with the sale restrictions on the shares to be lifted on 29 May 2015 in accordance with the lock-up arrangements outlined in the IPO prospectus). 

2  The Group Chief Executive Officer was provided a cash award and a share award on IPO. 

a. Cash award of £4m awarded based on continued employment. 25% immediately on the IPO, 25% on the first anniversary of the award and 50% on the 

second anniversary; this was part of the buy-out on the recruitment of the Group Chief Executive Officer to compensate for awards lapsing on his ceasing 
employment with his former employer.

b. Share award consisted of a one-off award on IPO of share options calculated by reference to £4m divided by Saga’s share price on Admission of £1.85. 

25% will vest and become exercisable on the third anniversary of the award, 25% on the fourth anniversary and 50% on the fifth anniversary. The exercise 
price associated with the options is £1.85 and therefore the value on grant date was £nil. This was part of the buy-out on the recruitment of the Group Chief 
Executive Officer to compensate for awards lapsing on his ceasing employment with his former employer.

For the full notes accompanying the single figure table, please see page 90 in the Annual Report on Remuneration.

How does the actual remuneration in 2014/15 compare to our proposed Remuneration Policy?
The following charts show the 2014/15 actual remuneration (excluding one-off entitlements set out in the ‘Other’ column of the 
single total figure table) against the proposed Policy levels of remuneration for the Executive Directors.

Executive Chairman (Andrew Goodsell)

£m

4

3

2

1

0

£3,417,259

£2,484,305

34%

28%

28%

£2,026,379

34%

46%

£1,084,873

100%

44%

32%

54%

Minimum

Target

Maximum

Actual

Fixed elements

Bonus

LTIP

76

Saga plcAnnual report and accounts  for the year ending 31 January 2015Group Chief Executive Officer (Lance Batchelor)

Group Chief Financial Officer (Stuart Howard)

£m

4

3

2

1

0

£2,621,079

£1,841,745

36%

27%

37%

42%

32%

26%

£1,328,702

49%

51%

£672,744

100%

Minimum

Target

Maximum

Actual

£m

4

3

2

1

0

£1,863,246

£1,390,465

26%
26%

49%

32%

32%

37%

£1,158,330

41%

59%

£681,294

100%

Minimum

Target

Maximum

Actual

Fixed elements

Bonus

LTIP

Fixed elements

Bonus

LTIP

The Policy remuneration that could be payable to each of the Executive Directors is based on salaries at the start of 2014/15, 
under three different performance scenarios: (i) Minimum; (ii) Target; and (iii) Maximum. The elements of remuneration have 
been categorised into three components: (i) Fixed; (ii) Annual Bonus (Deferred Bonus); and (iii) LTIP. In addition, for the 
purposes of comparison we have included the actual single figure remuneration paid in 2014/15 (excluding one-off entitlements 
set out in the ‘Other’ column of the single total figure table on page 76).

Element

Fixed

Description

Salary1, benefits2 and pension.

Minimum

Included.

Target

Included.

Maximum

Included.

Annual bonus Annual bonus (including deferred shares).

No annual variable. 60% of maximum bonus.

100% of maximum bonus3.

LTIP

Award under the LTIP

No multiple year 
variable.

60% of the maximum 
award.

100% of the maximum 
award4.

Note:
1 

 Group Chief Executive Officer base salary pro-rated for time served in role for the financial year has been used for the illustrations provided.

2  Based on 2014/15 financial year benefit payments.

3 

4 

 Equating to 150% of base salary for the Executive Chairman, 150% for the Group Chief Executive Officer and 125% for the Group Chief Financial Officer.

 Equating to 150% of base salary for the Executive Chairman, 200% for the Group Chief Executive Officer and 125% for the Group Chief Financial Officer.

In accordance with the regulations share price growth has not been included. In addition, dividend equivalents have not been 
added to deferred share bonus and LTIP share awards.

Equity exposure of the Board (audited)
The following table and chart set out all subsisting interests in the equity of the Company held by the Executive Directors 
at 31 January 2015:

Shares held directly

Other shares held

Options

Director

Shareholding 
requirement  
(% salary)

Current 
shareholding
(% salary)1

Executive Directors
Andrew Goodsell
Stuart Howard
Lance Batchelor
Non-Executive Directors
James Arnell
Philip Green
Pev Hooper
Ray King
Orna NiChionna
Charles Sherwood
Gareth Williams

200%
150%
200%

–
–
–
–
–
–
–

637%
629%
–

–
–
–
–
–
–
–

Deferred shares 
not subject to 
performance 
conditions

LTIP interests 
subject to
performance 
conditions

Vested

Unvested

Shareholding 
requirement 
met?

–
–
–

–
–
–
–
–
–
–

630,374
319,446
702,702

–
–
–
–
–
–
–

–
–
–

–
–
–
–
–
–
–

–
–
2,162,162

–
–
–
–
–
–
–

Yes
Yes
No

n/a
n/a
n/a
n/a
n/a
n/a
n/a

Beneficially
 owned2

2,702,703
1,621,622
–

–
32,432
–
27,027
10,811
–
32,432

1   Values not calculated for Non-Executive Directors as they are not subject to shareholding requirements.

2   The shares are in respect of Andrew Goodsell and Stuart Howard’s IPO Awards made on Admission. Shares are fully vested but subject to a lock-up period, 

of one year from the date of Admission as disclosed in the IPO prospectus.

77

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Remuneration Report 
At a glance continued

Shareholding requirements in operation at the company are currently 200% of base salary for the Executive Chairman and 
Group Chief Executive Officer and 150% for the Group Chief Financial Officer.

Executive Directors are required to build up their shareholdings over a reasonable amount of time which would normally 
be five years and then subsequently hold a shareholding equivalent to a percentage of base salary. 

The number of shares of the Company in which current Directors had a beneficial interest and details of long-term incentive 
interests as at 31 January 2015 are set out below.

Andrew Goodsell

Stuart Howard

Lance Batchelor

Value of/gain on interests over shares (i.e. unvested/unexercised awards)

Shareholding requirement

Value of beneficially owned shares

Value of/gain on interests over shares (i.e. unvested/unexercised awards)

Shareholding requirement

Value of beneficially owned shares

Value of/gain on interests over shares (i.e. unvested/unexercised awards)

Shareholding requirement

Value of beneficially owned shares

% of salary

0

100

200

300

400

500

600

700

Notes
 – The closing share price of £1.833 as at 30 January 2015 has been taken for the purpose of calculating the current shareholding (i.e. value of beneficially 

owned shares and value of/gain on interests over shares) as a percentage of salary.

 – Value of/gain on interests over shares comprises unvested 2014 LTIP awards. The one-off IPO share option award for the Group Chief Executive Officer  

has an exercise price of £1.85, hence there was no gain on these awards as at 30 January 2015.
 – Unvested LTIP shares and options do not count towards satisfaction of the shareholding guidelines.
 – In addition, Andrew Goodsell and Stuart Howard have an interest via Acromas Holdings Limited, which has a 100% shareholding in Acromas Bid Co Limited.

Implementation of Remuneration Policy in the 2015/16 financial year
The Remuneration Committee proposes to implement the policy for the 2015/16 financial year, subject to shareholder 
approval, as set out below:

Salary
The following table sets out the proposed salaries for 2015/16:

Name

Andrew Goodsell

Lance Batchelor

Stuart Howard

Salary (£)

2015/16

2014/15

% increase

£793,012

£777,462

£663,000

£650,000

£472,781

£472,781

2%

2%

0%

In addition, the Board has determined to increase the base fee for Non-Executive Directors by 2%.

The average salary rise for employees in 2015/16 is 2%.

Benefits and pension
The values of pension contribution and salary supplement for the financial year are as follows:

Name

Andrew Goodsell2

Lance Batchelor

Stuart Howard3

Employer pension contribution/  

Salary supplement1
2015/16

20% of salary

15% of salary 

20% of salary

1   Up to the date of approval of the new Remuneration Policy, Andrew Goodsell and Stuart Howard will continue on their respective pension arrangements that 
were in place pre-IPO. With respect to these arrangements, the Company agreed with the Trustees to increase the employer contribution from 11.7% to 
13.6% with effect from 1 February 2015. This applies to all members of the Saga Defined Benefit Pension Scheme.

 2  Up to the date of approval of the new Remuneration Policy Andrew Goodsell will receive employer pension contributions capped at 13.6% Company 

contribution (earnings capped at £142,200 for 2014/15) plus 28% cash above cap.

 3  Up to the date of approval of the new Remuneration Policy Stuart Howard will receive employer pension contributions capped at 13.6% Company contribution 

(earnings capped at £142,200 for 2014/15) plus 25% cash above cap.

78

Saga plcAnnual report and accounts  for the year ending 31 January 2015Annual Bonus Plan

Operation and potential value

Performance metrics used, weightings and time period applicable

Maximum bonus opportunity as a percentage of salary:

The performance conditions and their weightings are as follows:

 – Executive Chairman – 150%

 – Group Chief Executive Officer – 150%

 – Group Chief Financial Officer – 125%

The annual bonus will be paid in cash and deferred shares.  
Two thirds of the total bonus to be paid immediately in cash 
and one third deferred into shares for three years.

 – Group PBT – 60%
 – Group cash flow1 – 20%
 – Personal objectives – 20%

The Remuneration Committee is of the opinion that given the 
commercial sensitivity arising in relation to the detailed financial 
targets used for the annual bonus, disclosing precise targets for the 
bonus plan in advance would not be in shareholder interests. Actual 
targets, performance achieved and awards made will be published 
at the end of the performance periods so shareholders can fully 
assess the basis for any payouts under the annual bonus.

1   Defined as net available cash generation.

Long-Term Incentive Plan
There are no proposed changes for the 2015/16 financial year. 

Operation and potential value

Performance metrics used, weightings and time period applicable

Maximum value of 200% of salary p.a. based on the market value  
at the date of grant set in accordance with the rules of the Plan.

The proposed grants for the Executive Directors as a percentage  
of salary are:

 – Executive Chairman – 150%
 – Group Chief Executive Officer – 200%
 – Group Chief Financial Officer – 150%

 – 50% EPS – EPS growth of 7% p.a. for 25% of this element of the 

award to vest with full vesting occurring for EPS growth of  
12% p.a.

 – 50% Comparative TSR performance of the Company compared 
to the FTSE 250 (excluding real estate and equity investment 
trusts) – 25% of this element of the award vesting for median  
TSR comparative performance with full vesting at upper quartile.

HMRC Share Incentive Plan
Saga operated a Share Incentive Plan for all employees on IPO in 2014.

Remuneration arrangements for our incoming and outgoing Group Chief Financial Officer
Jonathan Hill was appointed the new Group Chief Financial Officer Designate and joined Saga on 7 April 2015.

Jonathan Hill’s remuneration arrangements on joining Saga are:
 – Base salary – £408,000
 – Pensions and other benefits – 15% p.a. pension contribution (either as a salary supplement or as a maximum contribution 
to the Saga pension scheme of up to 13.6% p.a. and a salary supplement for any amounts above this), use of company 
car with lease value of up to £12,000 p.a. or monthly cash allowance of £1,000, life assurance of four times salary

 – Annual bonus opportunity – 125% of salary
 – Long-term incentive – 150% of salary
 – Buyout award – £190,000

 – The award was made in the form of Saga shares (101,932 shares based on Saga’s closing share price on 7 April 
of 186.40p) which will vest in two equal tranches on the first and second anniversary of the date of Jonathan’s 
commencement of employment with Saga. The vesting is subject to his continued employment with Saga.

After 15 years with Saga, Stuart Howard will step down from his role as Group Chief Financial Officer later this year. Stuart 
will work on a consultant basis until the end of the year. He will receive no termination payment from the Company on his 
cessation of employment. However, under the terms of the existing Deferred Annual Bonus Plan, Long-Term Incentive Plan 
and Saga’s policy around loss of office, as a good leaver he will receive the following incentive payouts from the plans:

Plan

Outstanding awards

Elements the Remuneration Committee will consider with respect to final payout

Deferred Annual Bonus Plan (‘DBP’) 2014/15 DBP

Long-Term Incentive Plan (‘LTIP’)

2014/15 LTIP

Stuart Howard will be treated as a good leaver under the terms of the 
Deferred Bonus Plan on his retirement from the Company.

As a good leaver, all subsisting deferred share awards will vest in full on 
cessation of employment, subject to the discretion of the Remuneration 
Committee (see page 88 for further details).

Stuart Howard will be treated as a good leaver under the terms of the LTIP 
on his retirement from the Company. 

As a good leaver, the final payout will based on Saga’s achievement of the 
LTIP performance conditions at the end of the three year performance 
period, pro-rated for time served over the performance period, subject to the 
discretion of the Remuneration Committee (see page 89 for further details).

Full details of the remuneration arrangements for Stuart Howard on his departure from Saga and Jonathan Hill’s remuneration 
for 2015/16 will be disclosed in the next year’s remuneration report.

79

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Remuneration Report 
Directors’ Remuneration Policy 

Introduction
In accordance with the new regulations, the Directors’ Remuneration Policy (the ‘Policy’) as set out below will become formally 
effective at the AGM on 23 June 2015 and will apply for the period of three years from the date of approval.

The Company’s core principles of remuneration are to support:
 – sustainable long-term value creation
 – profitable growth and strong cash generation
 – attraction, retention and motivation of a talented leadership cadre to deliver the business strategy.

The Remuneration Committee will review annually the remuneration arrangements for the Executive Directors and the 
Executive Team drawing on trends and adjustments made to all employees across the Group and taking into consideration:

 – our business strategy
 – overall corporate performance
 – market conditions affecting the Company
 – the recruitment market where Saga competes for talent
 – changing views of institutional shareholders and their representative bodies.

UK Corporate Governance Code
The Remuneration Committee is comfortable that the proposed Policy is in line with the new UK Corporate Governance Code 
(applying for financial years beginning on or after 1 October 2014). The following table sets out the key elements of the revised 
Code and how the Company’s remuneration policy for Executive Directors is in line with the Code:

Code provision

Company Remuneration Policy

Executive Directors’ remuneration should be 
designed to promote the long-term success 
of the Company.

For share-based remuneration, the 
Remuneration Committee should consider 
requiring Directors to hold a minimum number 
of shares and to hold shares for a further 
period after vesting or exercise, including for  
a period after leaving the Company, subject  
to the need to finance any costs of acquisition 
and associated tax liabilities.

Schemes should include provisions that 
would enable the Company to recover sums 
paid or withhold the payment of any sum,  
and specify the circumstances in which it 
would be appropriate to do so.

The Company has an LTIP with a three year performance period and has provision for the 
Remuneration Committee to add holding periods post vesting. The policy incorporates 
bonus arrangements where part of the bonus is deferred in shares for three years with 
the facility for the Remuneration Committee to add holding periods post vesting. It is the 
Remuneration Committee’s view that these arrangements provide a holistic approach to 
ensuring Executive Directors are focused on the long-term success of the Company.

The policy contains the following relevant features:

 – Minimum shareholding requirement for Group Chief Executive Officer of 200% of salary 

and for the Group Chief Financial Officer 150% of salary

 – The provision for the Remuneration Committee to add holding periods post vesting for 
the Annual Bonus Plan and the LTIP in the policy which are not currently being applied. 
The Remuneration Committee will consider this position on an annual basis when 
determining the implementation of the Policy for the future year.

The Annual Bonus Plan, Deferred Bonus Plan and the LTIP include best practice malus 
and/or clawback provisions. 

Malus is the adjustment of unpaid bonus, outstanding LTIP awards and deferred share 
awards under the Deferred Bonus Plan as a result of the occurrence of one or more 
circumstances listed below. The adjustment may result in the value being reduced to zero.

Clawback is the recovery of payments under the Annual Bonus Plan or vested long-term 
incentive awards as a result of the occurrence of one or more circumstances listed below.

The circumstances in which malus and clawback could apply are as follows:

 – Discovery of a material misstatement resulting in an adjustment in the audited 

consolidated accounts of the Company

 – The assessment of any performance target or condition in respect of an award was 

based on error, or inaccurate or misleading information

 – The discovery that any information used to determine the number of shares subject to 

an award was based on error, or inaccurate or misleading information

 – Action or conduct of an award holder which, in the reasonable opinion of the Board, 

amounts to fraud or gross misconduct

 – Events or behaviour of an award holder have led to the censure of the Company by a 

regulatory authority or have had a significant detrimental impact on the reputation of any 
Group Company provided that the Board is satisfied that the relevant award holder was 
responsible for the censure or reputational damage and that the censure or reputational 
damage is attributable to the award holder

80

Saga plcAnnual report and accounts  for the year ending 31 January 2015Applicable period

Annual Bonus Plan

Deferred Annual Bonus Plan

Long-Term Incentive Plan

Malus

Up to the date of the bonus determination.

To the end of the three year  
deferral period.

Clawback

Three years post the bonus determination.

To the end of the three year  
vesting period

Two years post vesting. 

The Remuneration Committee believes that the rules of the Plans provide sufficient powers to enforce malus and clawback 
where required.

Discretion
The Remuneration Committee has discretion in several areas 
of the Remuneration Policy as set out in this Report. The 
Committee may also exercise operational and administrative 
discretions under relevant plan rules approved by shareholders 
as set out in those rules. Where discretion is applied by the 
Remuneration Committee, this will be fully disclosed in the 
following year’s Remuneration Report. In addition, the 
Remuneration Committee has the discretion to amend 
policy with regard to minor or administrative matters where 
it would be, in the opinion of the Remuneration Committee, 
disproportionate to seek or await shareholder approval.

It is the Remuneration Committee’s intention that commitments 
made in line with its policies prior to 23 June 2015 will be 
honoured, even if satisfaction of such commitments is made 
after the Company’s first AGM on 23 June 2015 and may be 
inconsistent with the above policies.

Differences in policy from the wider  
employee population
The Group aims to provide a remuneration package for 
all employees that is market competitive and operates the 
same core structure as for the Executive Directors. The 
Group operates employee share and variable pay plans, 
with pension provisions provided for all Executive Directors 
and employees. In addition, any salary increases for Executive 
Directors are expected to be generally in line with those for 
UK-based employees.

Consideration of shareholder views
The Remuneration Committee takes the views of the 
shareholders seriously and these views are taken into account 
in shaping Remuneration Policy and practice. Shareholder 
views are considered when evaluating and setting remuneration 
strategy and the Remuneration Committee commits to 
consulting with key shareholders prior to any significant 
changes to this Remuneration Policy. As at 31 January 2015, 
72.02% of our shares were owned by Acromas Bid Co Limited. 
As detailed on page 97 of the Directors’ Report and page 56 
of the Corporate Governance Statement, the Relationship 
Agreement between the Company, Acromas Bid Co Limited 
and certain funds managed or advised by Charterhouse 
Capital Partners, CVC Capital Partners and Permira, provides 
for each such investor to appoint a Non-Executive Director to 
the Board. The combined holdings held through Acromas Bid 
Co Limited were reduced to 62.03% on 27 February 2015.

Shareholder voting at general meeting
The Director’s Remuneration Policy will be put to a binding 
vote at the AGM on 23 June 2015. The Remuneration 
Committee’s Chairman’s Annual Statement and the Annual 
Report on Remuneration will be subject to an advisory vote. 
This is the Company’s first year as a public company and 
therefore the 2015 AGM will be the first. This means that 
there is no historical voting to disclose on the Company’s 
executive remuneration. 

81

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Remuneration Report 
Directors’ Remuneration Policy continued

Remuneration Policy

Element of 
remuneration

How it supports the Company’s short and long-term  
strategic objectives

Operation

Salary

Provides a base level of remuneration to support 
recruitment and retention of Executive Directors with 
the necessary experience and expertise to deliver the 
Group’s strategy.

An Executive Director’s basic salary is set on appointment and 
reviewed annually or when there is a change in position or 
responsibility.

When determining an appropriate level of salary, the Remuneration 
Committee considers:

 – remuneration practices within the Group
 – the general performance of the Group
 – salaries within the ranges paid by the companies in the 
comparator group used for remuneration benchmarking

 – the economic environment.

Individuals who are recruited or promoted to the Board may, on 
occasion, have their salaries set below the targeted policy level until 
they become established in their role. In such cases subsequent 
increases in salary may be higher than the general rises for 
employees until the target positioning is achieved.

Benefits

Provides a minimum level of benefits to support  
a low fixed cost and a performance-based 
Remuneration Policy.

The Executive Directors receive family private health cover, death in 
service life assurance, a car allowance, subsistence expenses and 
staff discounts in line with other employees. 

Pensions

Provides a minimum level of pension provision to 
support a low fixed cost and a performance-based 
Remuneration Policy.

Annual 
Bonus Plan 
and 
Deferred 
Bonus Plan 
(‘DBP’)

The Annual Bonus Plan provides a significant incentive 
to the Executive Directors linked to achievement  
in delivering goals that are closely aligned with  
the Company’s strategy and the creation of value  
for shareholders.

In particular, the Annual Bonus Plan supports the 
Company’s objectives allowing the setting of annual 
targets based on the businesses’ strategic objectives 
at that time, meaning that a wider range of 
performance metrics can be used that are relevant 
and achievable.

The Remuneration Committee has discretion to defer 
part of the annual bonus earned in shares under the 
DBP. The advantage of deferral is:

 – ongoing risk adjustment due to the link to the share 

price over the deferral period

 – amounts deferred in shares are also forfeitable  

on a Director’s voluntary cessation of employment 
which provides an effective lock-in.

The Remuneration Committee recognises the need to maintain 
suitable flexibility in the determination of benefits that ensure it is 
able to support the objective of attracting and retaining personnel and 
therefore additional benefits may be offered such as relocation 
allowances on recruitment.

The maximum will be set at the cost of providing the benefits described.

The maximum contribution to an Executive Director’s pension or 
salary supplement is 20% of gross basic salary.

A salary supplement would not itself be pensionable or form part of 
salary for the purposes of determining the extent of participation in 
the Company’s incentive arrangements.

The Remuneration Committee will determine the maximum annual 
participation in the Annual Bonus Plan for each year, which will not 
exceed 150% of salary.

The Company will set out in the section headed Implementation  
of Remuneration Policy, in the following financial year, the nature  
of the targets and their weighting for each year (see page 79).

Details of the performance conditions, targets and their level of 
satisfaction for the year being reported on will be set out in the 
Annual Report on Remuneration.

The Remuneration Committee can determine that part of the bonus 
earned under the Annual Bonus Plan is provided as an award of 
shares under the DBP.

The maximum value of deferred shares is 50% of the  
bonus earned.

The main terms of these awards are:

 – minimum deferral period of three years
 – the participant’s continued employment at the end of the deferral 

period unless he/she is a good leaver.

The Remuneration Committee may award dividend equivalents on 
those shares to Plan participants to the extent that they vest.

The Remuneration Committee has the discretion to apply a holding 
period of two years post vesting for deferred bonus shares.

82

Opportunity 

Performance metrics

The Remuneration Committee ensures that maximum salary levels 

are positioned in line with companies of a similar size to Saga in the 

comparator group.

the FTSE 250.

The companies in the comparator group are the constituents of  

The Remuneration Committee intends to review the comparator group 

each year and may add or remove companies from the group as it 

considers appropriate. Any changes to the comparator group will be 

disclosed in the part of the Report setting out the operation of the 

Policy for the future year.

the increase for employees.

In general salary increases for Executive Directors will be in line with 

The Company will set out in the section headed Implementation of 

Remuneration Policy, in the following financial year the salaries for that 

year for each of the Executive Directors (see page 78).

See description of benefits in previous column.

Maximum possible contribution 20% of salary.

The Company will set out in the section headed Implementation  

of Remuneration Policy in the following financial year the pension 

contributions for that year for each of the Executive Directors  

(see page 78).

 – Threshold 

 – Target   

 – Maximum 

20%

60%

100%

The annual bonus will be paid in cash and deferred shares. 

Percentage of bonus maximum earned for levels of performance:

The Annual Bonus Plan is based on a mix of financial and strategic/

operational conditions and is measured over a period of one 

financial year. The financial measures will account for no less than 

50% of the bonus opportunity.

The Remuneration Committee retains discretion in exceptional 

circumstances to change performance measures and targets and 

the weightings attached to performance measures part-way 

through a performance year if there is a significant and material 

event which causes the Committee to believe the original measures, 

weightings and targets are no longer appropriate.

Discretion may also be exercised in cases where the Remuneration 

Committee believes that the bonus outcome is not a fair and 

accurate reflection of business performance. The exercise of this 

discretion may result in a downward or upward movement in the 

amount of bonus earned resulting from the application of the 

performance measures.

Any adjustments or discretion applied by the Remuneration 

Committee will be fully disclosed in the following year’s 

Remuneration Report.

The Remuneration Committee is of the opinion that given the 

commercial sensitivity arising in relation to the detailed financial 

targets used for the annual bonus, disclosing precise targets for the 

Annual Bonus Plan in advance would not be in shareholder 

interests. Actual targets, performance achieved and awards made 

will be published at the end of the performance periods so 

shareholders can fully assess the basis for any payouts under the 

annual bonus.

Both the Annual Bonus Plan and the DBP contain malus provisions. 

In addition, the Annual Bonus Plan contains clawback provisions.

Saga plcAnnual report and accounts  for the year ending 31 January 2015Remuneration Policy

Element of 

How it supports the Company’s short and long-term  

remuneration

strategic objectives

Operation

Salary

Provides a base level of remuneration to support 

An Executive Director’s basic salary is set on appointment and 

recruitment and retention of Executive Directors with 

reviewed annually or when there is a change in position or 

the necessary experience and expertise to deliver the 

responsibility.

Group’s strategy.

When determining an appropriate level of salary, the Remuneration 

Committee considers:

 – remuneration practices within the Group

 – the general performance of the Group

 – salaries within the ranges paid by the companies in the 

comparator group used for remuneration benchmarking

 – the economic environment.

Individuals who are recruited or promoted to the Board may, on 

occasion, have their salaries set below the targeted policy level until 

they become established in their role. In such cases subsequent 

increases in salary may be higher than the general rises for 

employees until the target positioning is achieved.

The Remuneration Committee recognises the need to maintain 

suitable flexibility in the determination of benefits that ensure it is 

able to support the objective of attracting and retaining personnel and 

therefore additional benefits may be offered such as relocation 

allowances on recruitment.

The maximum will be set at the cost of providing the benefits described.

Opportunity 

Performance metrics

The Remuneration Committee ensures that maximum salary levels 
are positioned in line with companies of a similar size to Saga in the 
comparator group.

The companies in the comparator group are the constituents of  
the FTSE 250.

The Remuneration Committee intends to review the comparator group 
each year and may add or remove companies from the group as it 
considers appropriate. Any changes to the comparator group will be 
disclosed in the part of the Report setting out the operation of the 
Policy for the future year.

In general salary increases for Executive Directors will be in line with 
the increase for employees.

The Company will set out in the section headed Implementation of 
Remuneration Policy, in the following financial year the salaries for that 
year for each of the Executive Directors (see page 78).

Benefits

Provides a minimum level of benefits to support  

The Executive Directors receive family private health cover, death in 

See description of benefits in previous column.

a low fixed cost and a performance-based 

service life assurance, a car allowance, subsistence expenses and 

Remuneration Policy.

staff discounts in line with other employees. 

Pensions

Provides a minimum level of pension provision to 

The maximum contribution to an Executive Director’s pension or 

Maximum possible contribution 20% of salary.

support a low fixed cost and a performance-based 

salary supplement is 20% of gross basic salary.

Remuneration Policy.

A salary supplement would not itself be pensionable or form part of 

salary for the purposes of determining the extent of participation in 

the Company’s incentive arrangements.

The Company will set out in the section headed Implementation  
of Remuneration Policy in the following financial year the pension 
contributions for that year for each of the Executive Directors  
(see page 78).

Annual 

The Annual Bonus Plan provides a significant incentive 

The Remuneration Committee will determine the maximum annual 

Percentage of bonus maximum earned for levels of performance:

Bonus Plan 

to the Executive Directors linked to achievement  

participation in the Annual Bonus Plan for each year, which will not 

and 

in delivering goals that are closely aligned with  

exceed 150% of salary.

Deferred 

the Company’s strategy and the creation of value  

The Company will set out in the section headed Implementation  

of Remuneration Policy, in the following financial year, the nature  

Bonus Plan 

for shareholders.

(‘DBP’)

In particular, the Annual Bonus Plan supports the 

of the targets and their weighting for each year (see page 79).

 – Threshold 
 – Target   
 – Maximum 

20%
60%
100%

The annual bonus will be paid in cash and deferred shares. 

Company’s objectives allowing the setting of annual 

targets based on the businesses’ strategic objectives 

at that time, meaning that a wider range of 

performance metrics can be used that are relevant 

and achievable.

The Remuneration Committee has discretion to defer 

part of the annual bonus earned in shares under the 

DBP. The advantage of deferral is:

 – ongoing risk adjustment due to the link to the share 

price over the deferral period

 – amounts deferred in shares are also forfeitable  

on a Director’s voluntary cessation of employment 

which provides an effective lock-in.

Details of the performance conditions, targets and their level of 

satisfaction for the year being reported on will be set out in the 

Annual Report on Remuneration.

The Remuneration Committee can determine that part of the bonus 

earned under the Annual Bonus Plan is provided as an award of 

shares under the DBP.

bonus earned.

The maximum value of deferred shares is 50% of the  

The main terms of these awards are:

 – minimum deferral period of three years

 – the participant’s continued employment at the end of the deferral 

period unless he/she is a good leaver.

The Remuneration Committee may award dividend equivalents on 

those shares to Plan participants to the extent that they vest.

The Remuneration Committee has the discretion to apply a holding 

period of two years post vesting for deferred bonus shares.

The Annual Bonus Plan is based on a mix of financial and strategic/
operational conditions and is measured over a period of one 
financial year. The financial measures will account for no less than 
50% of the bonus opportunity.

The Remuneration Committee retains discretion in exceptional 
circumstances to change performance measures and targets and 
the weightings attached to performance measures part-way 
through a performance year if there is a significant and material 
event which causes the Committee to believe the original measures, 
weightings and targets are no longer appropriate.

Discretion may also be exercised in cases where the Remuneration 
Committee believes that the bonus outcome is not a fair and 
accurate reflection of business performance. The exercise of this 
discretion may result in a downward or upward movement in the 
amount of bonus earned resulting from the application of the 
performance measures.

Any adjustments or discretion applied by the Remuneration 
Committee will be fully disclosed in the following year’s 
Remuneration Report.

The Remuneration Committee is of the opinion that given the 
commercial sensitivity arising in relation to the detailed financial 
targets used for the annual bonus, disclosing precise targets for the 
Annual Bonus Plan in advance would not be in shareholder 
interests. Actual targets, performance achieved and awards made 
will be published at the end of the performance periods so 
shareholders can fully assess the basis for any payouts under the 
annual bonus.

Both the Annual Bonus Plan and the DBP contain malus provisions. 
In addition, the Annual Bonus Plan contains clawback provisions.

83

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Directors’ Remuneration Policy continued

Remuneration Policy continued

Element of 
remuneration

How it supports the Company’s short and long-term  
strategic objectives

Operation

Opportunity 

Performance metrics

Long-Term 
Incentive 
Plan 
(‘LTIP’)

Awards are designed to incentivise the Executive 
Directors to maximise TSR by successfully delivering 
the Company’s objectives and to share in the resulting 
increase in total shareholder value.

Awards are granted annually to Executive Directors in the form of a 
conditional share award or nil cost option. These will vest at the end 
of a three year period subject to:

Maximum value of 200% of salary p.a. based on the market value  

The performance conditions for awards are currently equally 

at the date of grant set in accordance with the rules of the Plan.

weighted between EPS growth and comparative TSR.

25% of the award will vest for threshold performance. 100% of the 

The Remuneration Committee may change the balance of the 

 – the Executive Director’s continued employment at the date  

award will vest for maximum performance. Straight-line vesting 

measures, or use different measures for subsequent awards, 

The use of EPS ensures Executive Directors are 
focused on ensuring the annual profit performance 
targeted by the Annual Bonus Plan flows through to 
long-term sustainable EPS growth.

The use of comparative TSR measures the success  
of the implementation of the Company’s strategy  
in delivering an above market level of return.

of vesting

 – satisfaction of the performance conditions.

The Remuneration Committee may award dividend equivalents on 
awards to the extent that these vest.

The Remuneration Committee has the discretion to apply a holding 
period of two years post vesting for the LTIP.

between these points.

Share 
Incentive 
Plan (‘SIP’)

Minimum 
shareholding 
requirement

The purpose of the SIP is to encourage all employees to become shareholders in the Company and thereby align their 
interests with shareholders.

The Remuneration Committee has adopted formal shareholding guidelines that will encourage the Executive Directors to 
build up over a five year period and then subsequently hold a shareholding equivalent to a percentage of base salary. 
Adherence to these guidelines is a condition of continued participation in the equity incentive arrangements. This policy 
ensures that the interests of Executive Directors and those of shareholders are closely aligned. The following table sets out 
the minimum shareholding requirements:

Role

Shareholding requirement (percentage of salary)

Group Chief Executive Officer and Executive Chairman

Group Chief Financial Officer

200%

150%

The Remuneration Committee retains the discretion to 
increase the shareholding requirements.

The maximums set by legislation from time to time.

The Company retains the discretion to introduce additional plans,  

and to make Directors eligible for these as appropriate.

Non-
Executive 
Director fees

Provides a level of fees to support recruitment and 
retention of Non-Executive Directors with the necessary 
experience to advise and assist with establishing and 
monitoring the Group’s strategic objectives. 

The Board as a whole is responsible for setting the remuneration  
of the Non-Executive Directors.

Non-Executive Directors are paid a base fee and additional fees  
for chairmanship of committees. The Committee Chairmen do not 
receive any additional fees for membership of other committees.

Fees are reviewed annually based on equivalent roles in  
the comparator group used to review salaries paid to the  
Executive Directors. Fees are set at broadly the median of  
the comparator group.

Non-Executive Directors do not participate in any variable 
remuneration or benefits arrangements.

The fees for Non-Executive Directors are set at broadly the median  

None.

of the comparator group.

In general the level of fee increase for the Non-Executive Directors will 

be set taking account of any change in responsibility and will take into 

account the general rise in salaries across the UK workforce.

The Company will pay reasonable expenses incurred by the 

Committee Chairmen and Non-Executive Directors and may settle 

any tax incurred in relation to these.

84

as appropriate. No material change will be made to the type of 

performance conditions without prior shareholder consultation.

The Remuneration Committee retains discretion in exceptional 

circumstances to change performance measures and targets 

and the weightings attached to performance measures part-way 

through a performance period if there is a significant and material 

event which causes the Remuneration Committee to believe 

the original measures, weightings and targets are no longer 

appropriate. 

Discretion may also be exercised in cases where the Remuneration 

Committee believes that the outcome is not a fair and accurate 

reflection of business performance. The exercise of this discretion 

may result in a downward or upward movement in the amount of 

the LTIP vesting resulting from the application of the performance 

measures.

Details of the performance conditions for grants made in the year 

will be set out in the Annual Report on Remuneration and for future 

grants in the section headed Implementation of Remuneration 

Policy, in the future financial year.

The LTIP contains clawback and malus provisions.

The Company in accordance with the legislation may impose 

objective conditions on awards of free shares to employees.

Saga plcAnnual report and accounts  for the year ending 31 January 2015Remuneration Policy continued

Element of 

How it supports the Company’s short and long-term  

remuneration

strategic objectives

Operation

Long-Term 

Awards are designed to incentivise the Executive 

Awards are granted annually to Executive Directors in the form of a 

Incentive 

Directors to maximise TSR by successfully delivering 

conditional share award or nil cost option. These will vest at the end 

Maximum value of 200% of salary p.a. based on the market value  
at the date of grant set in accordance with the rules of the Plan.

The performance conditions for awards are currently equally 
weighted between EPS growth and comparative TSR.

Opportunity 

Performance metrics

Plan 

(‘LTIP’)

increase in total shareholder value.

the Company’s objectives and to share in the resulting 

of a three year period subject to:

 – the Executive Director’s continued employment at the date  

The use of EPS ensures Executive Directors are 

of vesting

focused on ensuring the annual profit performance 

 – satisfaction of the performance conditions.

targeted by the Annual Bonus Plan flows through to 

long-term sustainable EPS growth.

The use of comparative TSR measures the success  

of the implementation of the Company’s strategy  

in delivering an above market level of return.

The Remuneration Committee may award dividend equivalents on 

awards to the extent that these vest.

The Remuneration Committee has the discretion to apply a holding 

period of two years post vesting for the LTIP.

25% of the award will vest for threshold performance. 100% of the 
award will vest for maximum performance. Straight-line vesting 
between these points.

Share 

Incentive 

Plan (‘SIP’)

interests with shareholders.

The purpose of the SIP is to encourage all employees to become shareholders in the Company and thereby align their 

The maximums set by legislation from time to time.

The Company retains the discretion to introduce additional plans,  
and to make Directors eligible for these as appropriate.

The Remuneration Committee may change the balance of the 
measures, or use different measures for subsequent awards, 
as appropriate. No material change will be made to the type of 
performance conditions without prior shareholder consultation.

The Remuneration Committee retains discretion in exceptional 
circumstances to change performance measures and targets 
and the weightings attached to performance measures part-way 
through a performance period if there is a significant and material 
event which causes the Remuneration Committee to believe 
the original measures, weightings and targets are no longer 
appropriate. 

Discretion may also be exercised in cases where the Remuneration 
Committee believes that the outcome is not a fair and accurate 
reflection of business performance. The exercise of this discretion 
may result in a downward or upward movement in the amount of 
the LTIP vesting resulting from the application of the performance 
measures.

Details of the performance conditions for grants made in the year 
will be set out in the Annual Report on Remuneration and for future 
grants in the section headed Implementation of Remuneration 
Policy, in the future financial year.

The LTIP contains clawback and malus provisions.

The Company in accordance with the legislation may impose 
objective conditions on awards of free shares to employees.

Minimum 

The Remuneration Committee has adopted formal shareholding guidelines that will encourage the Executive Directors to 

shareholding 

build up over a five year period and then subsequently hold a shareholding equivalent to a percentage of base salary. 

requirement

Adherence to these guidelines is a condition of continued participation in the equity incentive arrangements. This policy 

ensures that the interests of Executive Directors and those of shareholders are closely aligned. The following table sets out 

the minimum shareholding requirements:

Role

Shareholding requirement (percentage of salary)

Group Chief Executive Officer and Executive Chairman

Group Chief Financial Officer

200%

150%

The Remuneration Committee retains the discretion to 

increase the shareholding requirements.

Director fees

experience to advise and assist with establishing and 

monitoring the Group’s strategic objectives. 

Non-

Provides a level of fees to support recruitment and 

The Board as a whole is responsible for setting the remuneration  

Executive 

retention of Non-Executive Directors with the necessary 

of the Non-Executive Directors.

The fees for Non-Executive Directors are set at broadly the median  
of the comparator group.

None.

Non-Executive Directors are paid a base fee and additional fees  

for chairmanship of committees. The Committee Chairmen do not 

receive any additional fees for membership of other committees.

Fees are reviewed annually based on equivalent roles in  

the comparator group used to review salaries paid to the  

Executive Directors. Fees are set at broadly the median of  

the comparator group.

Non-Executive Directors do not participate in any variable 

remuneration or benefits arrangements.

In general the level of fee increase for the Non-Executive Directors will 
be set taking account of any change in responsibility and will take into 
account the general rise in salaries across the UK workforce.

The Company will pay reasonable expenses incurred by the 
Committee Chairmen and Non-Executive Directors and may settle 
any tax incurred in relation to these.

85

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Remuneration Report 
Directors’ Remuneration Policy continued

Illustrations of application of Remuneration Policy
See tables on pages 76-77.

Recruitment policy
The Company’s principle is that the remuneration of any new recruit will be assessed in line with the same principles as for the 
Executive Directors, as set out in the Remuneration Policy table above. The Remuneration Committee is mindful that it wishes 
to avoid paying more than it considers necessary to secure a preferred candidate with the appropriate calibre and experience 
needed for the role. In setting the remuneration for new recruits, the Remuneration Committee will have regard to guidelines 
and shareholder sentiment regarding one-off or enhanced short-term or long-term incentive payments as well as giving 
consideration for the appropriateness of any performance measures associated with an award.

The Company’s detailed policy when setting remuneration for the appointment of new Directors is summarised in the table below:

Remuneration element 

Recruitment policy

Salary, benefits and pension

These will be set in line with the policy for existing Executive Directors.

Annual bonus

LTIP

Maximum annual participation will be set in line with the Company’s policy for existing Executive 
Directors and will not exceed 150% of salary.

Maximum annual participation will be set in line with the Company’s policy for existing Executive 
Directors and will not exceed 200% of salary.

‘Buyout’ of incentives forfeited on 
cessation of employment

Where the Remuneration Committee determines that the individual circumstances of recruitment justified 
the provision of a buyout, the equivalent value of any incentives that will be forfeited on cessation of an 
Executive Director’s previous employment will be calculated taking into account the following:

 – The proportion of the performance period completed on the date of the Executive Director’s 

cessation of employment

 – The performance conditions attached to the vesting of these incentives and the likelihood of them 

being satisfied

 – Any other terms and conditions having a material effect on their value (‘lapsed value’)

The Remuneration Committee may then grant up to the same value as the lapsed value, where 
possible, under the Company’s incentive plans. To the extent that it was not possible or practical to 
provide the buyout within the terms of the Company’s existing incentive plans, a bespoke arrangement 
would be used.

Sign-on compensation

The Remuneration Committee’s policy is not to provide sign-on compensation. 

However, in exceptional circumstances where the Remuneration Committee decides to provide this 
type of compensation it will endeavour to provide the compensation in equity, subject to a holding 
period during which cessation of employment will generally result in forfeiture and subject to the 
satisfaction of performance targets. The maximum value of this one-off compensation will be 
proportionate to the overall remuneration offered by the Company and in all circumstances is limited 
to 150% of salary.

Where an existing employee is promoted to the Board, the policy set out above would apply from the date of promotion  
but there would be no retrospective application of the policy in relation to subsisting incentive awards or remuneration 
arrangements. Accordingly, prevailing elements of the remuneration package for an existing employee would be honoured  
and form part of the ongoing remuneration of the person concerned. These would be disclosed to shareholders in the 
Remuneration Report for the relevant financial year.

The Company’s policy when setting fees for the appointment of new Non-Executive Directors is to apply the policy which 
applies to current Non-Executive Directors.

86

Saga plcAnnual report and accounts  for the year ending 31 January 2015Service agreements and letters of appointment 
Executive Directors

Name

Date of service contract

Nature of contract

From Company

From Director

Notice periods

Compensation provisions  
for early termination

Andrew Goodsell

2 May 2014

Lance Batchelor 

2 May 2014

Stuart Howard 

2 May 2014

Non-Executive Directors

Name

Phillip Green

Ray King

Orna NiChionna

Gareth Williams

James Arnell

Pev Hooper

Charles Sherwood

Rolling

Rolling

Rolling 

12 months

6 months

12 months

6 months

6 months

6 months

None

None

None

Date of letter of appointment

29 May 2014

29 May 2014

29 May 2014

29 May 2014

5 May 2014

5 May 2014

5 May 2014

The Remuneration Committee’s policy for setting notice periods is that a six month period will apply for Executive Directors 
unless the Remuneration Committee determines that 12 months would be more appropriate in the circumstances. The 
Remuneration Committee may in exceptional circumstances arising on recruitment, allow a longer period, which would in any 
event reduce to either six or 12 months following the first year of employment. The Non-Executive Directors of the Company 
do not have service contracts. The Non-Executive Directors are appointed by letters of appointment. Each independent 
Non-Executive Director’s term of office runs for a three year period. 

The Company follows the UK Corporate Governance Code’s recommendation that all directors of FTSE 350 companies be 
subject to annual re-appointment by shareholders.

87

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Remuneration Report 
Directors’ Remuneration Policy continued

Payment for loss of office 
The Remuneration Committee will honour Executive Directors’ contractual entitlements. Service contracts do not contain 
liquidated damages clauses. There are no contractual arrangements that would guarantee a pension with limited or no 
abatement on severance or early retirement. There is no agreement between the Company and its Executive Directors or 
employees, providing for compensation for loss of office or employment that occurs because of a takeover bid. 

The Company has the ability to terminate the service agreements of the Executive Directors by the payment of a cash sum 
in lieu of notice equal to the aggregate of (i) salary; (ii) the cost to the Company of providing the Executive Director’s pension 
benefits; and (iii) the cost to the Company of providing private medical insurance, permanent health insurance, life insurance 
(for Andrew Goodsell and Stuart Howard only) and the Company car or car allowance, in each case during the notice period. 
The payment in lieu of notice can, at the Company’s discretion, be paid as a lump sum or in equal monthly instalments over 
the notice period. There is a mechanism to reduce the monthly instalments if the Executive Director commences alternative 
employment during the notice period. In addition, on termination the Executive Directors are entitled to be paid in lieu of 
accrued but untaken holiday.

The Remuneration Committee reserves the right to make additional payments where such payments are made in good faith in 
discharge of an existing legal obligation (or by way of damages for breach of such an obligation); or by way of settlement or 
compromise of any claim arising in connection with the termination of an Executive Director’s office or employment.

Remuneration element 

Treatment on cessation of employment

Salary, benefits and 
pension

Annual Bonus Plan

Deferred Bonus Plan

These will be paid over the notice period. The Company has discretion to make a payment as set out above. 

Good leaver reason
Pro-rated to time and performance for year of cessation.

Other reason
No bonus payable for year of cessation.

Good leaver reason
All subsisting deferred 
share awards will vest  
in full on cessation  
of employment.

Other reason
Lapse of any unvested 
deferred share awards.

Discretion
The Remuneration Committee has the following 
elements of discretion:

 – To determine that an executive is a good 

leaver. It is the Remuneration Committee’s 
intention to only use this discretion in 
circumstances where there is an appropriate 
business case which will be explained in full 
to shareholders.

 – To vest deferred shares at the end of the 
original deferral period or at the date of 
cessation. The Remuneration Committee will 
make this determination depending on the 
type of good leaver reason resulting in the 
cessation; and

 – Whether to pro-rate the maximum number of 
shares to the time from the date of grant to 
the date of cessation. The Remuneration 
Committee’s policy is that it will not pro-rate 
for time. The Remuneration Committee will 
determine whether or not to pro-rate based 
on the circumstances of the Executive 
Director’s departure.

88

Saga plcAnnual report and accounts  for the year ending 31 January 2015Remuneration element 

Treatment on cessation of employment

LTIP

Good leaver reason
Pro-rated to time and 
performance in respect  
of each subsisting  
LTIP award.

Other reason
Lapse of any unvested  
LTIP awards.

Discretion
The Remuneration Committee has the following 
elements of discretion:

 – To determine that an executive is a good 

leaver. It is the Remuneration Committee’s 
intention to only use this discretion in 
circumstances where there is an appropriate 
business case which will be explained in full 
to shareholders.

 – To measure performance over the original 
deferral period or at the date of cessation. 
The Remuneration Committee will make this 
determination depending on the type of good 
leaver reason resulting in the cessation; and
 – To pro-rate the maximum number of shares to 
the time from the date of grant to the date of 
cessation. The Remuneration Committee’s 
policy is that it will pro-rate awards for time. 
It is the Remuneration Committee’s intention 
to use discretion to not pro-rate in 
circumstances where there is an appropriate 
business case which will be explained in full 
to shareholders.

Other contractual 
obligations

There are no other contractual provisions other than those set out above agreed prior to 27 June 2012. 

A good leaver reason is defined as cessation in the following circumstances:

 – death
 – ill-health
 – injury or disability
 – retirement
 – employing company ceasing to be a Group company
 – transfer of employment to a company which is not a Group company
 – at the discretion of the Remuneration Committee (as described above).

Cessation of employment in circumstances other than those set out above is cessation for other reasons.

Change of control
The Remuneration Committee’s policy on the vesting of incentives on a change of control is summarised below:

Name of incentive plan

Change of control

Discretion

Annual Bonus Plan

Pro-rated to time and performance to the 
date of the change of control.

The Remuneration Committee has discretion to continue the 
operation of the Plan to the end of the bonus year.

Deferred Bonus Plan

Subsisting deferred share awards will vest 
on a change of control.

The Remuneration Committee retains the discretion to pro-rate  
to time.

LTIP

The number of shares subject to subsisting 
LTIP awards on a change of control will be 
pro-rated to time and performance.

There is a presumption that the Remuneration Committee will 
pro-rate to time. The Remuneration Committee will only waive pro-
rating in exceptional circumstances where it views the change of 
control as an event which has provided exceptional enhanced 
value to shareholders which will be fully explained to shareholders. 
In all cases the performance conditions must be satisfied.

89

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Remuneration Report 
Annual Report on Remuneration

Annual Report on Remuneration
Single total figure of remuneration (audited)
Executive Directors (audited)
The table below sets out the single total figure of remuneration and breakdown for each Executive Director in respect of the 
2014/15 financial year. Comparative figures for the 2013/14 financial year have also been provided. Figures provided have been 
calculated in accordance with the new UK disclosure requirements: the Large and Medium-Sized Companies and Groups 
(Accounts and Reports) (Amendment) Regulations 2013 (Schedule 8 to the Regulations).

Taxable 
benefits2
£

41,496

40,456

Executive Directors

Period

Salary
£

Bonus
£

LTIP
£

Pension3
£

Other4
£

Andrew Goodsell 
(Executive 
Chairman)

Lance Batchelor1 
(Group Chief  
Executive Officer)

Stuart Howard  
(Group Chief  
Financial Officer) 

2014/15

777,462

2013/14

777,462

941,506

544,224

2014/15

556,667

13,225

655,958

2013/14

n/a

n/a

n/a

2014/15

472,781

2013/14

472,781

27,794

17,241

477,036

283,669

–

n/a

–

n/a

–

n/a

265,915

5,000,000

291,207

n/a

102,852

n/a

n/a

180,719

3,000,000

186,750

n/a

–

4,000,000

5,328,702

Other5
£

–

n/a

Total
£

7,026,379

1,653,349

n/a

–

n/a

n/a

4,158,330

960,441

Notes:
1  The Group Chief Executive Officer was appointed on 24 March 2014. Salary, taxable benefits and pension provision pro-rated in accordance to time in role.

2  The types of benefits provided are set out in the Policy section of the Report.

3  Pension contribution for the Executive Chairman and the Group Chief Financial Officer was 11.7% company contribution to the Saga Plus Pension (earnings 
capped at £142,200 for 2014/15 and £138,000 for 2013/14) and 28% and 25% of salary as cash supplement above the cap respectively. The Group Chief 
Executive Officer is provided a total of 15% of salary pension contribution and cash supplement.

4  Executive Directors were provided a one-off award on IPO (“IPO Award”). For the Executive Chairman and the Group Chief Financial Officer, share awards fully 

vested on IPO (with the sale restrictions on the shares to be lifted on 29 May 2015 in accordance with the lock up arrangements outlined in the IPO 
prospectus). 

5  The Group Chief Executive Officer was provided a cash award and a share award on IPO. 

a. Cash award of £4m awarded based on continued employment. 25% immediately on the IPO, 25% on the first anniversary of the award and 50% on the 

second anniversary; this was part of the buy-out on the recruitment of the Group Chief Executive Officer to compensate for awards lapsing on his ceasing 
employment with his former employer.

b. Share award consisted of a one-off award on IPO of share options calculated by reference to £4m divided by Saga’s share price on Admission of £1.85. 

25% will vest and become exercisable on the third anniversary of the award, 25% on the fourth anniversary and 50% on the fifth anniversary. The exercise 
price associated with the options is £1.85 and therefore the value on grant date was £nil. This was part of the buy-out on the recruitment of the Group Chief 
Executive Officer to compensate for awards lapsing on his ceasing employment with his former employer.

Non-Executive Directors (audited) 
The table below sets out the single total figure of remuneration and breakdown for each Non-Executive Director. 

Non-Executive 
Directors1

Fees2 

£

Taxable 
benefits 
£

Phillip Green 

60,692

Ray King

53,949

Orna NiChionna

Gareth Williams

40,462

47,205

–

–

–

–

2014/15

Total 
£

60,692

53,949

40,462

47,205

Fees 
£

n/a

n/a

n/a

n/a

Taxable 
benefits 
£

n/a

n/a

n/a

n/a

2013/14

Total 
£

n/a

n/a

n/a

n/a

Roles

Senior Independent Non-Executive Director, 
Nomination Committee Chairman

Non-Executive Director, Audit Committee 
Chairman, Risk Committee Chairman

Non-Executive Director

Non-Executive Director,  
Remuneration Committee Chairman

1  James Arnell, Pev Hooper and Charles Sherwood are Non-Independent Non-Executive Directors who do not receive a fee from Saga plc.

2  Fees received for time served in financial year.

90

Saga plcAnnual report and accounts  for the year ending 31 January 2015Annual fees

Board fee 

Committee Chairmanship (per committee)

Senior Independent Non-Executive Director fee

2014/15 annual fee 
£

2013/14 annual fee
£

60,000

10,000

20,000

n/a

n/a

n/a

Annual bonus 
In respect of the 2014/15 financial year, the bonus awards payable to Executive Directors were agreed by the Remuneration 
Committee having reviewed the Group’s results. Details of the targets used to determine bonuses in respect of the 2014/15 
financial year and the extent to which they were satisfied are shown in the table below. These figures are included in the single 
figure table.

Threshold 
performance 
required

Maximum 
performance 
required

Actual 
performance

Weighting

Annual bonus 
value for 
threshold and 
maximum 
performance
(% of maximum)

Percentage of 
maximum  
performance 
achieved

Annual bonus value achieved

A Goodsell L Batchelor

S Howard

80%

£228.9m

£238.9m

£236.4m

20%-100%

Performance  
condition

Group Trading 
EBITDA

Leverage ratio1

20%

2.58x

2.43x

2.46x

20%-100%

Total

Total £

100%

–

Notes:
1  Leverage ratio is calculated as (Bank debt less available cash) / Trading EBITDA.

80.0% 96.0% of 
salary

93.4% of 
salary

80.0% of 
salary

83.5% 25.1% of 
salary

24.4% of 
salary

20.9% of 
salary

80.7% 121.1% of 
salary

117.8% of 
salary

100.9% of 
salary

£941,506

£655,958

£477,036

 – The leverage ratio excludes any discretionary investments which may be approved by the Board outside of the budget during the course of the year.
 – The ‘threshold’ and ‘maximum’ leverage ratios are built around the corresponding threshold (£228.9m) and maximum (£238.9m) Trading EBITDA targets.

Under the terms of the Annual Bonus Plan, 20% for each element is payable for achieving the threshold performance 
increasing to 60% for target performance and 100% for achieving maximum performance. Achievements between these 
points are calculated on a straight-line basis.

The Group achieved a total Trading EBITDA for the year of £236.4m, comprising £227.4m on the continuing business and £9.0m 
in respect of the discontinued Allied Healthcare business (the latter being part of the Budget upon which the targets were set).

The Group’s Leverage ratio at 31 January 2015 was 2.46x, calculated as follows:

Net Debt/Trading EBITDA = (£700.0m – £117.7m) / £236.4m

The bonus for the 2014/15 financial year will be paid two thirds in cash and one third deferred in shares which will vest after 
three years based on continued employment.

No discretion was exercised by the Remuneration Committee in relation to the outcome of the annual bonus awards.

Awards granted on Admission
Nil cost options were granted on the day of Admission to the Executive Chairman, Group Chief Financial Officer and 55 other 
employees of the Group to recognise their contribution to the business in the lead up to Admission (options were granted with 
reference to the share price on Admission). 

91

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Remuneration Report 
Annual Report on Remuneration continued

Name

Andrew 
Goodsell

Award 
type

Fully 
vested 
shares

Basis on 
which 
award 
made

One-off 
award

Stuart 
Howard

Fully 
vested 
shares

One-off 
award

Face value 
of award
£

Number 
of shares

Percentage of 
award vesting at 
threshold 
performance
%

Maximum 
percentage of 
face value that 
could vest 
%

Performance conditions

£5,000,000

2,702,702

100%

100% None. 

Award subject to lock-up period, 
one year from the date of 
Admission as disclosed in the 
IPO prospectus.

£3,000,000

1,621,621

100%

100% None. 

Award subject to lock-up period, 
one year from the date of 
Admission as disclosed in the 
IPO prospectus.

As disclosed in the IPO prospectus, the awards for the Executive Chairman and the Group Chief Financial Officer are fully vested on grant (subject to the lock-up 
arrangements) and the options will be exercisable for ten years from grant.

One-off awards
As part of the successful IPO, Lance Batchelor was provided a share option with a face value of £4m with an exercise price set 
at the price on Admission of £1.85. 25% of the shares under the options will vest on the third anniversary of Admission, a further 
25% on the fourth anniversary of Admission and the final 50% on the fifth anniversary of Admission. 

In addition, Lance was provided a £1m cash bonus on IPO with a further £1m cash bonus on the first anniversary  
of the IPO and £2m cash bonus on the second anniversary of the IPO. 

These awards were agreed as part of his recruitment and the buyout of bonus and share awards which lapsed on his joining Saga.

Neither the awards granted on Admission nor the one-off awards are part of the Remuneration Committee’s future 
Remuneration Policy.

Long-term incentives awarded in the 2014/15 financial year (audited)
The table below sets out the details of the long-term incentive awards granted in the 2014/15 financial year where vesting will 
be determined according to the achievement of performance conditions that will be tested in future reporting periods:

Basis on 
which 
award 
made

Award 
type

Face value 
of award
£

Shares 
awarded

Percentage of 
award vesting at 
threshold 
performance 
%

Maximum 
percentage of 
face value that 
could vest 
%

Name

Performance conditions

Andrew Goodsell LTIP

Annual

£1,166,193

630,374

Lance Batchelor LTIP

Annual

£1,300,000

702,702

Stuart Howard

LTIP

Annual

£590,976

319,446

25%

25%

25%

100% Relative TSR and EPS equally weighted

100% Relative TSR and EPS equally weighted

100% Relative TSR and EPS equally weighted

The awards were granted on 30 June 2014; the face value is calculated with reference to the share price on Admission of 
£1.85. The performance conditions are set out on page 79 in the Implementation of Remuneration Policy in the 2015/16 
financial year. The awards will vest, subject to the level of performance achieved, on 30 June 2017.

Payments to past Directors/payments for loss of office
There were no payments in the financial year.

Statement of Directors’ shareholding and share interests
See tables on pages 77-78.

Fees retained for external non-executive directorships
Executive Directors may hold positions in other companies as Non-Executive Directors and retain the fees. 

Andrew Goodsell and Stuart Howard are directors of Acromas Holdings Limited. They do not receive a fee for their positions. 

Lance Batchelor is a Trustee of the charity White Ensign Association and is a Trustee of the National Gallery; he does not 
receive a fee for either position. 

92

Saga plcAnnual report and accounts  for the year ending 31 January 2015Comparison of overall performance and pay
The graph below shows the value of £100 invested in the Company’s shares since listing compared with the FTSE 250 Index. The 
graph shows the TSR generated by both the movement in share value and the re-investment over the same period of dividend income. 

The Remuneration Committee considers that the FTSE 250 is the appropriate index because the Company has been a 
member of this since listing. This graph has been calculated in accordance with Regulations. It should be noted that the 
Company listed on 23 May 2014 and therefore only has a listed share price for the period of 23 May 2014 to 31 January 2015.

110

105

100

95

90

85

80

23/05/14

30/05/14

30/06/14

31/07/14

29/08/14

30/09/14

31/10/14

28/11/14

31/12/14

30/01/15

Saga

FTSE 250 Index

Executive Chairman historical remuneration
The table below sets out the total remuneration delivered to the Executive Chairman over the last two years valued using  
the methodology applied to the single total figure of remuneration. The Remuneration Committee does not believe that the 
remuneration payable in its earlier years as a private company bears any comparative value to that paid in its later years and 
therefore the Remuneration Committee has chosen to disclose remuneration only for the two most recent financial years:

Executive Chairman

Total single figure (£)

Annual bonus payment level achieved (% of maximum opportunity) 

LTIP vesting level achieved (% of maximum opportunity) 

Option vesting level achieved (% of maximum opportunity)

2014/15

2013/14

7,026,379

1,653,349

80.7%

n/a

n/a

70%

n/a

n/a

There was no long-term incentive plan or share option plan operated prior to listing. It should be noted that £5m of single total 
figure for 2014/15 related to the award granted on Admission, which was a one-off payment.

Relative importance of the spend on pay
The table below sets out the relative importance of spend on pay in the 2014/15 financial year and 2013/14 financial year 
compared with other disbursements. The Company as a UK-based business believes that its total tax contribution to the 
UK is a relevant consideration when considering disbursements from profit. All figures provided are taken from the relevant 
Company accounts.

Profit distributed by way of dividend

Total tax contributions1,2

Overall spend on pay  
including Executive Directors

Disbursements from profit in 
2014/15 financial year 
£m

Disbursements from profit in 
2013/14 financial year 
£m

Nil

51.6

330.7

Nil

102.7

368.8

% change

n/a

-49.8%

-10.3%

1  Total tax contributions include corporation tax, PAYE, national insurance contributions, VAT and Air Passenger Duty.

2  The reduction in tax contributions is driven by corporation tax, where 2014/15 has reduced due to deductions for loan interest, and payments were 

made during 2013/14 in respect of the previous year, 2012/13.

Change in the Executive Chairman’s remuneration compared with employees
The following table sets out the change in the remuneration paid to the Executive Chairman from 2013/14 to 2014/15 
compared to the average percentage change for employees. 

The Executive Chairman’s remuneration disclosed in the table below has been calculated to take into account base salary, 
taxable benefits and annual bonus (including any amount deferred).

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Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015 
Directors’ Remuneration Report 
Annual Report on Remuneration continued

The employee pay has been calculated using the following elements: annual salary – base salary and standard monthly 
allowances; taxable benefits – car allowance and private medical insurance premiums; annual bonus – company bonus, 
management bonus, commission and incentive payments.

2014/15

2013/14

Salary

Percentage 
change

2014/15

2013/14

Taxable 
benefits

Percentage 
change

2014/15

2013/14

Bonus

Percentage 
Change

£777,462

£777,462

0.0%

£41,496

£40,456

+2.6%

£941,506

£544,223

+73.0%

£23,870

£22,510

+6.0%

£543

£537

+1.1%

£2,999

£2,789

+7.5%

Executive 
Chairman

Average per 
employee (full 
time equivalent)

Notes: 
Number of full time equivalent (FTE) employees: 3,404 (2014/15 financial year); 3,219 (2013/14 financial year). This includes all permanent and fixed term contract 
staff. The following should be noted:

 – Employees within Destinology have not been included for the purposes of calculation during this year as they only joined the Group part way through the 

financial year; they will be included in future years.

 – Employees within the Allied/Nestor Primecare Services business have not been included for the purposes of calculation as they represent a disposal group 

held for sale and as such are considered a discontinued operation for reporting purposes.

 – Ships’ crew who are employed via a manning agency are excluded.

Statement of conditions elsewhere in the Group
Each year, prior to reviewing the remuneration of the Executive Directors and the members of the Executive Team, the 
Remuneration Committee considers a report prepared by the Group HR Director detailing remuneration practice across the 
Group. The report provides an overview of how employee pay compares to the market, any material changes during the year 
and includes detailed analysis of basic pay and variable pay changes within the UK. 

While the Company does not directly consult with employees as part of the process of reviewing executive pay and formulating 
the remuneration policy set out in this Report, the Company does receive an update and feedback from the broader employee 
population on an annual basis using an engagement survey which includes a number of questions relating to remuneration. 
The Group does not use remuneration comparison measurements.

Cascade of incentives through our organisation

Maximum bonus award

Maximum LTIP award

100%

60%

40%

Up to 40%

100%

60%

40%

–

Organisational level

Executive Team

Directors

Senior leadership

Rest of employee population

Statement of implementation of the Remuneration Policy in the 2015/16 financial year
See tables on pages 78-79.

Consideration by the Directors of matters relating to Directors’ Remuneration 
The Board has delegated to the Remuneration Committee, under agreed terms of reference, responsibility for the 
Remuneration Policy and for determining specific packages for the Executive Directors, the Executive Chairman and other 
members of the Executive Team. Prior to the establishment of this Remuneration Committee, remuneration decisions were 
made by the Board of the Company. The Company consults with key shareholders in respect of remuneration policy and the 
introduction of new incentive arrangements. 

The terms of reference for the Remuneration Committee are available on the Company’s website,  
http://www.corporate.saga.co.uk/investor-relations/corporate-governance, and from the Company Secretary at the registered office.

Our main responsibilities are: 

 – to determine and agree with the Board the broad remuneration policy for the Senior Executives. 
 – to recommend and monitor the level and structure of remuneration for senior management. 
 – to review the on-going appropriateness and relevance of the remuneration policy. 
 – to review any major changes in employee benefit structures throughout the Company or Group and to administer all 

aspects of any share scheme. 

 – to administer all aspects of any all-employee share scheme.

94

Saga plcAnnual report and accounts  for the year ending 31 January 2015The Remuneration Committee receives assistance from the Group HR Director and Company Secretary, who attend meetings 
by invitation, except when issues relating to their own remuneration are being discussed. The Group Chief Executive Officer 
and Group Chief Financial Officer attend by invitation on occasions. The Remuneration Committee met three times during the 
financial year. Meeting attendance is shown on page 73 of this Report. For the names of each Remuneration Committee 
member, see page 73.

Advisers to the Remuneration Committee 
Following a selection process carried out by the Board prior to the IPO of the Company, the Remuneration Committee has 
engaged the services of PwC as independent remuneration adviser.

During the financial year, PwC advised the Remuneration Committee on all aspects of the remuneration policy for Executive 
Directors and members of the Executive Team. PwC also provided the Company with tax and assurance work during the year. 
The Remuneration Committee reviewed the nature of the services provided and was satisfied that no conflict of interest exists 
or existed in the provision of these services.

PwC is a member of the Remuneration Consultants Group and the voluntary code of conduct of that body is designed to 
ensure objective and independent advice is given to remuneration committees. Fixed fees of £57,500 (2013/14: £nil) were 
provided to PwC during the year in respect of remuneration advice received.

The Directors’ Remuneration Report has been approved by the Board of Saga plc.

By Order of the Board

Gareth Williams
Chairman of the Remuneration Committee 
29 April 2015

95

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Report 

The Directors present their report together with the audited 
consolidated financial statements for the year ended 
31 January 2015 in accordance with section 415 of the 
Companies Act 2006 which were approved by the Board 
on 29 April 2015.

Management report
The Directors’ Report, together with the Strategic Report  
set out on pages 02-53 form the Management Report for 
the purposes of Disclosure and Transparency Rule 4.1.5R.

Statutory information contained elsewhere in the 
annual report 
Information required to be part of this Directors’ Report can 
be found elsewhere in the annual report as indicated in the 
table below and is incorporated into this report by reference: 

Information 

Likely future developments in the business 
of the Company or its subsidiaries 

Corporate social responsibility

Greenhouse gas emissions 

Employees (employment of disabled 
persons, employee engagement  
and policies)

Location in  
annual report 

Pages 02-53

Page 22

Page 23

Page 21

Corporate Governance Statement 

Pages 54-72

Directors’ details 

Related party transactions

Directors’ statements

Statement of disclosure of information  
to the Auditor

Employee share schemes

Financial instruments: Information on the 
Group’s financial instruments and risk 
management objectives and policies, 
including our policy for hedging

Pages 58 and 60-61

Note 37 on page 168

Page 99

Page 99

Note 32 on pages 
161-163

Note 2.3 on pages 
118-121

Additional information

Pages 174-176

Responsibility statements
As required under the Disclosure Rules and Transparency 
Rules ‘DTRs’, a statement made by the Board regarding the 
preparation of the financial statements is set out on page 99. 
This statement also provides details regarding the disclosure 
of information to the Company’s auditors.

Results and dividends
The Group made a loss after taxation of £133.8m for the 
financial year ended 31 January 2015. The Board proposes  
to pay, subject to shareholder approval at the 2015 AGM,  
a final dividend of 4.1p net per share in respect of the year 
ended 31 January 2015.

Going concern
The going concern statement required by the Listing Rules 
and the UK Corporate Governance Code (the ‘Code’) is set 
out in the Directors’ statements on page 99.

Political donations
No political donations were made during the year. 

Directors’ interests
A list of the Directors, their interests in its long-term 
performance share plan, contracts and ordinary share capital 
of the Company are given in the Directors’ Remuneration 
Report on pages 73-95.

Rules on appointment and replacement of Directors
All Directors will seek re-election at the AGM in accordance 
with the Company’s articles of association and the 
recommendations of the Code. 

A Director may be appointed by ordinary resolution of the 
shareholders in a general meeting following nomination by 
the Board or a member (or members) entitled to vote at such 
a meeting. In addition, the Directors may appoint a Director  
to fill a vacancy or as an additional Director, provided that the 
individual retires at the next AGM. 

A Director may be removed by the Company in certain 
circumstances set out in the Company’s articles of 
association or by an ordinary resolution of the Company. 

Pursuant to the Relationship Agreement entered into between 
the Company and each of the Private Equity Investors (as 
defined on page 97) each Private Equity Investor is entitled to 
appoint one Non-Executive Director to the Board for so long 
as it is entitled, either directly or indirectly through its voting 
rights in Acromas Bid Co Limited, to exercise or to control the 
exercise of the equivalent of 10% or more of the votes able to 
be cast on all or substantially all matters at general meetings 
of the Company.

Directors’ indemnities and insurance
As at the date of this Report, indemnities are in force under 
which the Company has agreed to indemnify the Directors,  
to the extent permitted by law and the Company’s articles  
of association, in respect of all losses arising out of, or in 
connection with, the execution of their powers, duties and 
responsibilities, as Directors of the Company or any of its 
subsidiaries. No amount was paid under any of these 
indemnities or insurances during the year other than the 
applicable insurance premiums. Directors and officers liability 
insurance is in place as at the date of this Report, at an 
amount which the Board considers adequate. A review was 
carried out in May 2014 and takes place on an annual basis.

96

Saga plcAnnual report and accounts  for the year ending 31 January 2015Share capital and substantial shareholdings
The Company’s share capital is set out on page 160. At the 
date of this report the Company’s issued share capital 
comprised a single class of share capital which is divided 
into ordinary shares of 1p each. As at 31 January 2015, 
1,110,705,405 ordinary shares of 1p each have been issued, 
are fully paid up and quoted on the London Stock Exchange.

At 31 January 2015, in accordance with DTR5, the Company 
has been notified of the following interests in three per cent  
or more of the Company’s total voting rights:

Name

Ordinary shares

% of capital Nature of holding

Acromas Bid Co 
Limited (‘ABCL’)

799,974,283

72.02

Direct

On 27 February 2015, the Company was notified that 
ABCL sold 111,000,000 shares (in aggregate), pursuant to 
transactions which took place on 26 and 27 February 2015. 
Following such transactions, ABCL held 688,974,283 ordinary 
shares, representing 62.03% of capital at 20 April 2015.

Relationship Agreement
The Company has entered into an agreement with Acromas 
Bid Co Limited as its controlling shareholder as required under 
Listing Rule 9.2.2A R (2)(a), complies with the independence 
provisions set out in LR 6.1.4D R and has a constitution that 
allows for the election and re-election of independent Directors 
to be conducted in accordance with the election provisions 
set out in LR 9.2.2E R and LR 9.2.2F R.

As far as the Company is aware:

 –  the controlling shareholder and its associates have also 
complied with the independence provisions referred  
to above

 – the controlling shareholder has complied with its 

agreement to procure compliance with the independence 
provisions referred to above by another controlling 
shareholder and its associates.

Change of control – significant agreements
A number of agreements take effect, alter or terminate upon 
a change of control of the Company including following a 
takeover bid, for example insurance, commercial contracts 
and distribution agreements. None is considered to be 
significant in terms of its impact on the business of the 
Group as a whole. 

The Senior Facilities Agreement provides the Group with  
loan and revolving credit facilities for general financing 
purposes. In the event of a change of control the facilities 
would either require repayment or re-negotiation. Further 
details on banking facilities are shown in note 28 to the 
consolidated financial statements. 

The Relationship Agreement between the Company, Acromas 
Bid Co Limited (the ‘Principal Shareholder’) and certain funds 
managed or advised by Charterhouse Capital Partners, CVC 
Capital Partners and Permira (the ‘Private Equity Investors’) 
remains in force until the later of (i) any of the Private Equity 
Investors (together with its associates) being entitled to 
exercise or control the exercise, directly or indirectly, of 10% 
or more of the votes able to be cast on all or substantially  
all matters at general meetings of the Company; and (ii) the 
Principal Shareholder (together with its associates) being 
entitled to exercise or control the exercise, directly or 
indirectly, of 30% or more of the votes able to be cast on all or 
substantially all matters at general meetings of the Company. 
There are also provisions that provide for the Relationship 
Agreement to be automatically terminated if the Company’s 
shares cease to be listed on the premium listing segment of 
the Official List and traded on the London Stock Exchange 
plc’s main market for listed securities. There are no provisions 
in the Relationship Agreement which allow the Principal 
Shareholder or the Private Equity Investors to terminate the 
agreement in the event of a change of control of the Company.

The rules of the Company’s employee share plans generally 
provide for the accelerated vesting and/or release of share 
awards in the event of a change of control of the Company.

The Company does not have any agreements with Directors 
or employees which would pay compensation in the event  
of a change of control.

Conflicts of interest
Each Director is obliged to disclose any potential or actual 
conflict of interest in accordance with the Company’s  
conflict of interest policy. Such declarations are subject  
to annual review.

Authority to allot/purchase own shares
A shareholders’ resolution was passed on 7 May 2014 which 
authorised the Company to make market purchases within 
the meaning of section 693 (4) of the Companies Act 2006 (up 
to 10% of aggregate nominal share capital of the share capital 
of the Company following Admission; subject to a minimum 
price of 1p and a maximum price of the higher of 105% of the 
average mid-market quotations for five business days prior to 
purchase or price of last individual trade and highest current 
individual bid as derived from the London Stock Exchange 
trading system).

The Company did not exercise this authority during the year 
ended 31 January 2015. The above authority will expire at the 
forthcoming AGM and a resolution proposing renewal will be 
proposed.

97

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ Report continued

Save as set out above, the Company is not aware of any 
agreement which would result in a restriction on the transfer 
of shares or voting rights.

Articles of association
Any amendment to the Company’s articles of association 
may only be made by passing a special resolution of the 
shareholders of the Company.

Branches outside the UK
The Company does not have any branches outside of the UK.

Post-balance sheet events
There have been no important events affecting the Company 
or any of its subsidiary undertakings since 31 January 2015.

Auditor
A resolution to re-appoint Ernst and Young LLP (who have 
indicated their willingness to act) as our auditor will be 
proposed at the 2015 AGM.

Annual General Meeting
The AGM will be held on Tuesday 23 June 2015 at 10am 
at Enbrook Park, Sandgate, Folkestone, Kent, CT20 3SE. 
The Notice contains an explanation of special business to 
be considered at the meeting.

A copy of the Notice will be available on our website,  
http://corporate.saga.co.uk in due course.

By order of the Board

V Haynes
Secretary 
29 April 2015

Saga plc

Company no. 08804263

Rights attaching to shares
The rights attached to the shares are governed by applicable 
law and the Company’s articles of association (which are 
available at http://corporate.saga.co.uk/assets/downloads/
corporate-governance/saga-plc-articles-of-association.pdf).

Ordinary shareholders have the right to receive notice, attend 
and vote at general meetings; receive a copy of the 
Company’s report and accounts and a dividend when 
approved and paid. On a show of hands, each shareholder 
present in person, or by proxy (or an authorised representative 
of a corporate shareholder), shall have one vote. In the event 
of a poll, one vote is attached to each share held.

The notice of the AGM (the ‘Notice’) states deadlines for 
exercising voting rights and for appointing a proxy/proxies.

No shareholder owns shares with special rights as to control.

Restrictions on the transfer of shares
Other than where imposed by law or regulations, or where the 
Listing Rules require certain persons to obtain clearance 
before dealing, there are no restrictions regarding the transfer 
of shares in the Company (other than as stated below).

Pursuant to the underwriting agreement entered into between, 
amongst others, the Company, Acromas Bid Co Limited and 
the Company’s Directors on 8 May 2014 (the ‘Underwriting 
Agreement’), the Company and Acromas Bid Co Limited each 
agreed, subject to certain customary exceptions, during the 
period of 180 days from the completion of the IPO on 29 May 
2014, not, without the prior written consent of a majority of 
Citigroup Global Markets Limited, Credit Suisse Securities 
(Europe) Limited, Goldman Sachs International and Merrill 
Lynch International (being the joint global co-ordinators to the 
Company on the IPO), to issue (in the case of the Company 
only), offer, lend, sell or contract to sell, grant any option, 
right or warrant to subscribe or purchase or allow any 
encumbrance to be created over or otherwise dispose of, 
directly or indirectly, or announce an offer of any of the 
Company’s ordinary shares (or any interest therein or in 
respect thereof) or enter into any transaction with the same 
economic effect as, or agree to do, any of such things, or 
publicly announce any intention to do any of the foregoing.

Pursuant to the Underwriting Agreement, each of the 
Company’s Directors has agreed, subject to certain 
customary exceptions, during the period of 365 days from the 
completion of the IPO on 29 May 2014, not, without the prior 
written consent of a majority of Citigroup Global Markets 
Limited, Credit Suisse Securities (Europe) Limited, Goldman 
Sachs International and Merrill Lynch International (being the 
joint global co-ordinators to the Company on the IPO), to offer, 
lend, sell or contract to sell, grant any option, right or warrant 
to subscribe or purchase or allow any encumbrance to be 
created over or otherwise dispose of, directly or indirectly, or 
announce an offer of any of the Company’s ordinary shares 
(or any interest therein or in respect thereof) or enter into any 
transaction with the same economic effect as, or agree to do, 
any of such things, or publicly announce any intention to do 
any of the foregoing.

98

Saga plcAnnual report and accounts  for the year ending 31 January 2015Directors’ statements

The Directors are responsible for preparing the Annual Report 
and Accounts in accordance with applicable law and 
regulations. Company law requires the Directors to prepare 
Group financial statements for each financial year. Under that 
law, the directors are required to prepare Group financial 
statements under IFRSs as adopted by the European Union 
and applicable law.

Under company law the Directors must not approve the 
Group financial statements unless they are satisfied that, to 
the best of their knowledge, they give a true and fair view of 
the state of affairs of the Group and of the profit or loss of the 
Group for that period. In preparing the Group financial 
statements the Directors are required to:

 – present fairly the financial position, financial performance 

and cash flows of the Group

 – select suitable accounting policies in accordance with IAS 8 
‘Accounting Policies, Changes in Accounting Estimates 
and Errors’ and then apply them consistently

 – present information, including accounting policies, in a 

manner that provides relevant, reliable, comparable and 
understandable information

 – make judgements that are reasonable and prudent
 – provide additional disclosures when compliance with the 

specific requirements in IFRSs as adopted by the European 
Union is insufficient to enable users to understand the 
impact of particular transactions, other events and conditions 
on the Group’s financial position and financial performance

 – state whether the Group financial statements have been 
prepared in accordance with IFRSs as adopted by the 
European Union.

The Directors are responsible for keeping adequate records 
that are sufficient to show and explain the Group’s 
transactions and disclose with reasonable accuracy at any 
time the financial position of the Group and enable them to 
ensure that the Group financial statements comply with the 
Companies Act 2006 and Article 4 of the IAS Regulation. 
They are also responsible for safeguarding the assets of 
the Group and hence for taking reasonable steps for the 
prevention and detection of fraud and other irregularities.

The Directors are responsible for the maintenance and 
integrity of the corporate and financial information included 
on the Company’s website. Legislation in the UK governing 
the preparation and dissemination of financial statements 
may differ from legislation in other jurisdictions.

The Directors are also responsible for preparing the Strategic 
Report, the Directors’ Report, the Directors’ Remuneration 
Report and the Corporate Governance Statement in 
accordance with the Companies Act 2006 and applicable 
regulations, including the requirements of the Listing Rules 
and the Disclosure and Transparency Rules.

Neither the Company nor the Directors accept (and hereby 
exclude) any liability to any person in relation to the annual 
report except to the extent that such liability is imposed by 
law and may not be validly excluded. Accordingly, any liability 
to a person who has demonstrated reliance on any untrue 
or misleading statement or omission shall be determined in 
accordance with section 90A and schedule 10A of the 
Financial Services and Markets Act 2000, as amended.

Each of the Directors, who were in office at the date of this 
report, whose names and responsibilities are listed on pages 
58-61, confirm that, to the best of their knowledge:

 – the Group financial statements, which have been prepared 
in accordance with IFRSs as adopted by the European 
Union, give a true and fair view of the assets, liabilities, 
financial position and profit of the Group, and

 – the Strategic and Directors’ Report contained on pages 02-53 

and 96-98 include a fair review of the development and 
performance of the business and the position of the Group, 
together with a description of the principal risks and 
uncertainties that it faces.

Fair, balanced and understandable
In accordance with the principles of the Code, the Board 
has established arrangements to evaluate whether the 
information presented in the annual report is fair, balanced and 
understandable. Having taken advice from the Audit Committee, 
the Board considers the annual report and accounts, taken as a 
whole, are fair, balanced and understandable and provide the 
information necessary for shareholders to assess the Company’s 
position and performance, business model and strategy.

Disclosure of information to the Auditor
Having made the requisite enquiries, so far as each of the 
Directors is aware, there is no relevant audit information (as 
defined by section 418(3) of the Companies Act 2006) of which 
the Company’s Auditor is unaware and the Directors have 
taken all the steps they ought to have taken as Directors to 
make themselves aware of any relevant audit information and 
to ensure that the Company’s Auditor is aware of that information.

Going concern
The Group’s business activities, together with the factors 
likely to affect its future development and performance, its 
exposure to risk and its management of these risks, details  
of its financial instruments and derivative activities, and details 
of other financial and non-financial liabilities are described 
throughout these financial statements.

The Group has access to sufficient cash and other financial 
resources together with a large renewing income stream from 
insurance policies and high-repeat purchase levels from 
customers of its other products, together with long-term 
contracts with a number of suppliers across different industries. 
As a consequence, the Directors believe that the Group is well 
placed to successfully manage its business risks.

The Group has net assets at the year end. The Directors 
have considered this, together with projected cash flows for  
a period of one year from the date of signing of these financial 
statements (including the impact of the financing detailed in 
note 28 to the consolidated financial statements), the Group’s 
and Company’s budget for the next financial year, and other 
longer-term plans and have concluded that, at the time of 
approving the financial statements, the Group has sufficient 
funds to continue trading for this period, and the foreseeable 
future. It is therefore appropriate to adopt the going concern 
basis in preparing the financial statements.

By order of the Board

V Haynes
Secretary 
29 April 2015

99

Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015Independent auditor’s report 
Independent Auditor’s report  
to the members of Saga plc
to the members of Saga plc 

Our opinion on the financial statements  
In our opinion:  

‒  the financial statements give a true and fair view of the state of the Group’s and of the parent company’s affairs as at 

31 January 2015 and of the Group’s loss for the year then ended; 

‒  the Group financial statements have been properly prepared in accordance with International Financial Reporting Standards 

(IFRSs) as adopted by the European Union;  

‒  the parent company financial statements have been properly prepared in accordance with United Kingdom Generally 

Accepted Accounting Practice; and 

‒  the financial statements have been prepared in accordance with the requirements of the Companies Act 2006 and, 

as regards the Group financial statements, Article 4 of the IAS Regulation. 

Overview 
Materiality 

Audit scope 

Areas of focus 

Overall Group materiality of £9.6m which represents approximately 5% of Operating Profit from 
continuing operations 

The divisions and entities where we performed full audit procedures accounted for 93% of the Group’s 
revenue and 91% of the Group’s Operating Profit 

‒  Valuation of insurance contract liabilities 
‒  Valuation of goodwill 
‒  Revenue recognition 
‒  Discontinued operations and assets held for sale 

Our assessment of risks of material misstatement and response to that risk 
The table below shows the risks we identified that have had the greatest effect on the overall audit strategy, the allocation of 
resources in the audit and directing the efforts of the engagement team. For each risk identified we have documented our 
response and audit procedures. 

Valuation of insurance contract liabilities 
Refer to the Audit Committee Report, accounting policy note 2.3q and disclosure note 25. 

Risk 
For insurance contracts, estimates have to be made both for 
the expected ultimate cost of claims reported at the reporting 
date and for the expected ultimate cost of claims incurred but 
not yet reported at the reporting date (IBNR). It can take a 
significant period of time before the ultimate claims cost can 
be established with certainty. Management makes judgement 
in respect of the trends in bodily injury claims frequency and 
severity, the propensity for large claims to settle as Periodical 
Payment Orders (PPOs), the Ogden discount rate and other 
regulatory developments. 

Management sets reserves at a level that includes a margin 
over the actuarial best estimate to take account of uncertainty 
that may impact the value of the insurance contract liabilities 
ultimately settled. 

Note 18(d) Insurance risk provides further detail of these 
uncertainties and the process for establishing insurance 
contract liabilities. 

Response 
We understood, assessed and tested the design and 
operational effectiveness of key controls over the process 
applied by Management in establishing insurance contract 
liabilities, including controls over the completeness and 
accuracy of data used by the internal actuary to project 
the claims liabilities.  

Supported by our actuarial specialists, we: 

‒  obtained an understanding of the methodology and key 

assumptions applied by Management;  

‒  challenged the methodology and key assumptions against 
our knowledge of the sector and the Group’s own claims 
experience; 

‒  performed independent actuarial projections on the motor 
classes which account for 89% of the gross insurance 
contract liabilities; 

‒  reconciled the claims data supporting the actuarial 

projections to source systems and, on a sample basis, 
verified the accurate recording of data against the 
underlying policy and claims documentation; and 

‒  assessed the level of reserve margin compared to market 

practice and prior periods, in the context of areas of 
uncertainty for which the margin is held. 

100

100 

Saga plc
Annual report and accounts 2015

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
Valuation of goodwill 
Refer to the Audit Committee Report, accounting policy 2.3h and disclosure note 15(a). 

Risk 
The goodwill recorded as at 31January 2015 is £1,471.4m 
and is tested for impairment by Management by considering 
the recoverable amount of the goodwill as described in 
note 15a. 

Response 
Management’s impairment assessment of the recorded 
goodwill value was performed as at 1 January 2015. We have 
evaluated and challenged this assessment, specifically: 

‒  we validated that the cash flows underpinning the 

In determining the recoverable amount, judgement is applied 
by Management in deriving:  

calculation were consistent with the five year strategic plan 
approved by the Board; 

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‒  the forecast cash flows expected to arise from the 

approved five year plan and the underlying assumptions 
in setting the five year plan; 

‒  the pre-tax discount rates that reflect the market 

assessment of the time value of money and the risks 
specific to the cash flow estimates; and 

‒  the growth rate used to extrapolate cash flow projections 

beyond the five year plan period. 

‒  we challenged the reasonableness of growth forecasts 
during the five year plan period, having regard to back 
testing performed by Management to support the 
robustness of the forecast process; 

‒  we compared the pre-tax discount rate to the Group’s 
weighted average cost of capital and to discount rates 
used by similar UK companies that operate in the financial 
services and travel industries; 

‒  we compared the long-term growth rates to economic and 

industry forecasts; and  

‒  we assessed the adequacy of sensitivity analysis performed 
by Management, stressing each of the above assumptions 
in isolation and in combination to best reflect what we 
considered to be reasonably foreseeable changes in the 
key assumptions. 

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Annual report and accounts 2015

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101

101 

Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview 
 
 
 
 
 
 
 
Independent auditor’s report 
Independent Auditor’s report  
to the members of Saga plc continued
to the members of Saga plc 

Revenue recognition 
Refer to accounting policy 2.3(a) and disclosure note 3. 

Risk 
ISAs (UK & Ireland) presume there may be pressures or 
incentives on Management to commit fraudulent financial 
reporting through inappropriate revenue recognition to meet 
budgeted performance measures. 

We have assessed the revenue streams in the Financial 
Services and Travel segments as being most susceptible to 
manipulation through the application of inappropriate revenue 
recognition policies: 

‒  The Financial Services segment revenue consists primarily 
of revenue earned by the insurance intermediary and the 
insurance underwriter. The intermediary revenue from both 
external underwriters and the Group underwriter is 
recognised upon commencement of the policy period of 
risk, whereas the Group underwriter recognises revenue on 
an earned basis over the term of the policy. Consolidation 
adjustments are processed to ensure that the overall 
revenue recorded in respect of risks underwritten by the 
Group is recognised in accordance with the Group policy 
2.3(a)(i).  

Additional considerations are required to be made in 
respect of post-placement services provided by the 
insurance intermediary, such as advocacy or claims 
handling, as the provision of such services would require 
an element of revenue to be deferred, and recognised 
as those post-placement obligations are provided.  

Response 
We considered the accounting policies for the revenue 
streams in the Financial Services and Travel segments, having 
regard to the requirements of applicable revenue recognition 
standards, being IAS 18 ‘Revenue’ and IFRS 4 ‘Insurance 
Contracts’. 

We tested the design and operating effectiveness of the 
controls in operation over the Financial Services and Travel 
revenue recognition and recording processes.  

For the Financial Services segment we: 

‒  for a sample of contracts, re-performed earnings 

calculations to validate that insurance revenues were being 
recognised over the policy term;  

‒  inspected a sample of contracts with policyholders and 

underwriters to validate whether any contractual obligations 
to provide post-placement services were in place;  
‒  performed cut-off testing to confirm revenue had been 

recorded in the correct period; 

‒  reviewed the consolidation adjustments posted to eliminate 
the revenue transactions between the Group intermediary 
and Group underwriter; 

‒  challenged and corroborated reasons for variances 
from prior periods based on analytical procedures 
performed; and 

‒  tested a sample of manual journals for any indication of 

inappropriate revenue recognition. 

There is a risk that: 

For the Travel segment we: 

‒  revenue recognised by the intermediary is not deferred 

‒  performed detailed testing of a sample of transactions to 

where post-placement obligations exist; and  

‒  consolidation adjustments required to ensure that the 

overall revenue recorded in respect of risks underwritten 
by the Group is recognised in accordance with the 
Group policy are not correctly processed. 

confirm that the tour operator revenues and cruise holiday 
revenues were being recognised in line with the contract 
terms and applicable accounting policy; 

‒  performed cut-off testing to confirm revenue had been 

recorded in the correct period;  

‒  In the Travel segment, revenue from tour operations 

is recognised on the passenger’s date of departure and 
for cruise holidays, where the Group operates the cruise 
ship, revenue is recognised on a per diem basis over 
the duration of the cruise. There is a risk that revenue 
recognition is accelerated and recognised when 
holidays are booked or cash in respect of those 
bookings is received.  

‒  challenged and corroborated reasons for variances from 
prior periods based on analytical procedures performed; 
and 

‒  tested a sample of manual journals for any indication of 

inappropriate revenue recognition. 

102

102 

Saga plc
Annual report and accounts 2015

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
Discontinued operations and assets held for sale 
Refer to the Audit Committee Report, accounting policy 2.3k and disclosure note 35. 

Risk 
As at 31 January 2015, the Allied Healthcare business has 
been classified as a disposal group in accordance with the 
requirements of IFRS 5 ‘Non-current Assets Held for Sale 
and Discontinued Operations’.  

For this classification to be adopted the business must be 
available for sale in its present condition and the sale should 
be considered highly probable.  

This is a qualitative assessment requiring judgement to be 
exercised by Management based on the relevant facts and 
circumstances extant at 31 January 2015. 

IFRS 5 also requires businesses classified as held for sale to 
be measured at the lower of their carrying amount and fair 
value less costs to sell, as well as requiring specific 
presentation and disclosure relating to the disposal group. 
The determination of fair value less costs to sell requires the 
application of judgement by Management.  

The re-measurement of the assets and liabilities of the 
disposal group to fair value less costs to sell has resulted 
in a loss of £209.5m. 

Response 
We considered the appropriateness of Management’s 
classification of the disposal group as held for sale 
by considering: 

‒  whether, based on our understanding of the disposal 

group’s processes and operations, it was in a condition 
to be sold at the year end; and 

‒  whether there was a formal disposal plan in place at the 
year end, which had been appropriately considered and 
approved by the Board. 

We read the independent valuation report in respect of the 
disposal group that had been obtained by Management, and 
challenged management’s forecasts and analyses supporting 
the computation of the fair value less costs to sell of the 
disposal group.  

We assessed whether the loss on re-measurement had been 
properly applied to reduce the values of the non-current 
assets within the disposal group as required by IFRS 5. 

We reviewed the disclosures in the financial statements to 
confirm that the assets and liabilities held for sale had been 
presented in accordance with the requirements of IFRS 5. 

Our application of materiality  
We apply the concept of materiality both in planning and performing our audit, and in evaluating the effect of identified 
misstatements on our audit and of uncorrected misstatements, if any, on the financial statements and in forming our opinion 
in the Audit Report.  

When establishing our overall audit strategy, we determined a magnitude of uncorrected misstatements that we judged would 
be material for the financial statements as a whole. We determined materiality for the Group to be £9.6m, which is approximately 
5% of the Group’s Operating Profit from continuing operations as this is a key measure used by Management to reflect 
underlying segment performance. This provided a basis for determining the nature, timing and extent of risk assessment 
procedures, identifying and assessing the risk of material misstatement and determining the nature, timing and extent of further 
audit procedures. 

On the basis of our risk assessments, together with our assessment of the Group’s overall control environment, our judgement 
is that overall performance materiality (i.e. our tolerance for misstatement in an individual account or balance) for the Group 
should be 50% of materiality, namely £4.8m. Our objective in adopting this approach is to ensure that total uncorrected and 
undetected audit differences do not exceed our materiality of £9.6m for the financial statements as a whole. 

We agreed with the Audit Committee that we would report to the Committee all audit differences in excess of £0.5m, as well as 
differences below that threshold that, in our view, warranted reporting on qualitative grounds. 

We evaluate any uncorrected misstatements against both the quantitative measures of materiality discussed above and in the 
light of other relevant qualitative considerations. 

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Independent auditor’s report 
Independent Auditor’s report  
to the members of Saga plc continued
to the members of Saga plc 

Overview of the scope of our audit  
The Group is structured into four trading segments, being Financial Services, Travel, Healthcare Services, and Media and 
Central Costs.  

Following our assessment of the risk of material misstatement to the Group financial statements, we selected eleven entities 
which represent the principal entities within the Group’s reportable segments and account for 95% of the Group’s revenue and 
92% of the Group’s Operating Profit. Seven of these were subject to a full audit representing 93% of the Group’s revenue and 
91% of the Group’s Operating Profit, whilst at the remaining four specific audit procedures were performed including full audit of 
the accounts that were impacted by our assessed risks of material misstatement and the materiality of those entities. They were 
also selected to provide an appropriate basis for undertaking audit work to address the risks of material misstatement identified 
above. For the remaining entities within the group, we performed procedures to confirm there were no significant risks of 
material misstatement in the Group financial statements. 

Audits of these entities are performed at performance materiality levels calculated by reference to a proportion of Group 
materiality appropriate to the relative scale of the business concerned, ranging from £4.8m to £1.0m.  

The Group audit team reviewed component team working papers and participated in their planning and execution of the audit 
in respect of the risks identified above. 

What we have audited 
We have audited the financial statements of Saga plc for the year ended 31 January 2015, which comprise: 

Group 
‒  the consolidated income statement  
‒  the consolidated statement of other comprehensive income  
‒  the consolidated statement of financial position  
‒  the consolidated statement of changes in equity 
‒  the consolidated statement of cash flows  
‒  the related notes to 1 to 39 to the consolidated financial statements 

Company 
‒  the parent company balance sheet 
‒  the related notes to 1 to 8 to the parent company financial statements 

The financial reporting framework that has been applied in the preparation of the Group financial statements is applicable law 
and International Financial Reporting Standards (IFRSs) as adopted by the European Union.  

The financial reporting framework that has been applied in the preparation of the parent company financial statements is 
applicable law and United Kingdom Accounting Standards (United Kingdom Generally Accepted Accounting Practice).  

This report is made solely to the Company’s members, as a body, in accordance with Chapter 3 of Part 16 of the Companies 
Act 2006. Our audit work has been undertaken so that we might state to the Company’s members those matters we are 
required to state to them in an auditor’s report and for no other purpose. To the fullest extent permitted by law, we do not 
accept or assume responsibility to anyone other than the Company and the Company’s members as a body, for our audit work, 
for this report, or for the opinions we have formed. 

Respective responsibilities of Directors and auditor 
As explained more fully in the Directors’ Statements set out on page 99, the Directors are responsible for the preparation of the 
financial statements and for being satisfied that they give a true and fair view. Our responsibility is to audit and express an 
opinion on the financial statements in accordance with applicable law and International Standards on Auditing (UK and Ireland). 
Those standards require us to comply with the Auditing Practices Board’s Ethical Standards for Auditors. 

Scope of the audit of the financial statements  
An audit involves obtaining evidence about the amounts and disclosures in the financial statements sufficient to give reasonable 
assurance that the financial statements are free from material misstatement, whether caused by fraud or error. This includes an 
assessment of: whether the accounting policies are appropriate to the Group’s and parent company’s circumstances and have 
been consistently applied and adequately disclosed; the reasonableness of significant accounting estimates made by the 
Directors; and the overall presentation of the financial statements. In addition, we read all the financial and non-financial 
information in the Annual report and accounts to identify material inconsistencies with the audited financial statements and to 
identify any information that is apparently materially incorrect based on, or materially inconsistent with, the knowledge acquired 
by us in the course of performing the audit. If we become aware of any apparent material misstatements or inconsistencies we 
consider the implications for our report. 

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Annual report and accounts 2015

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
Opinion on other matters prescribed by the Companies Act 2006 
In our opinion: 

‒  the part of the Directors’ Remuneration Report to be audited has been properly prepared in accordance with the Companies 

Act 2006; and 

‒  the information given in the Strategic Report and the Directors’ Report for the financial year for which the financial statements 

are prepared is consistent with the financial statements. 

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Matters on which we are required to report by exception  
We have nothing to report in respect of the following:  

Under the ISAs (UK and Ireland), we are required to report to you if, in our opinion, information in the annual report is: 

‒  materially inconsistent with the information in the audited financial statements; or  
‒  apparently materially incorrect based on, or materially inconsistent with, our knowledge of the Group acquired in the course 

of performing our audit; or  

‒  is otherwise misleading. 

In particular, we are required to consider whether we have identified any inconsistencies between our knowledge acquired 
during the audit and the Directors’ statement that they consider the annual report is fair, balanced and understandable and 
whether the annual report appropriately discloses those matters that we communicated to the Audit Committee which we 
consider should have been disclosed. 

Under the Companies Act 2006 we are required to report to you if, in our opinion: 

‒  adequate accounting records have not been kept by the parent company, or returns adequate for our audit have not been 

received from branches not visited by us; or 

‒  the parent company financial statements and the part of the Directors’ Remuneration Report to be audited are not in 

agreement with the accounting records and returns; or 

‒  certain disclosures of Directors’ remuneration specified by law are not made; or 
‒  we have not received all the information and explanations we require for our audit; or 

Under the Listing Rules we are required to review: 

‒  the Directors’ statement, set out on page 99, in relation to going concern; and 
‒  the part of the Corporate Governance Statement relating to the Company’s compliance with the ten provisions of the 

UK Corporate Governance Code specified for our review. 

 (Senior statutory auditor) 
John Headley
for and on behalf of Ernst & Young LLP, Statutory Auditor 
London 
29 April 2015 

1.  The maintenance and integrity of the Saga plc website is the responsibility of the Directors; the work carried out by the auditors does not involve consideration 
of these matters and, accordingly, the auditors accept no responsibility for any changes that may have occurred to the financial statements since they were 
initially presented on the website. 

2.  Legislation in the United Kingdom governing the preparation and dissemination of financial statements may differ from legislation in other jurisdictions. 

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Saga plcAnnual report and accounts  for the year ending 31 January 2015Additional informationFinancial statementsGovernancePerformanceStrategyOverview 
 
 
 
 
 
 
 
 
 
 
 
 
Consolidated income statement 
Consolidated income statement 
for the year ended 31 January 2015
for the year ended 31 January 2015 

Note 

3 

3 

4 

5 

6 

7 

9 

2015 
£’m 

900.5 

(525.1) 

375.4 

(244.5) 

13.9 

(35.1) 

2.9 

1.2 

113.8 

(27.4) 

86.4 

2014
£’m

944.0

(593.3)

350.7
(181.6)

12.7

(10.6)

0.1

–

171.3
(43.4)

127.9

Revenue 

Cost of sales 

Gross profit 
Administrative and selling expenses 

Investment income 

Finance costs 

Finance income 

Share of profit of joint venture 

Profit before tax from continuing operations 
Tax expense 

Profit for the year from continuing operations 

Loss after tax for the year from discontinued operations 

35 

(220.2) 

(18.3)

(Loss)/profit for the year 

Attributable to: 

Equity holders of the parent 

Non-controlling interests 

(Loss)/earnings per share: 
Basic  

Diluted  

Earnings per share for continuing operations: 
Basic  

Diluted  

The notes on pages 111-168 form an integral part of these consolidated financial statements. 

(133.8) 

109.6

(134.2) 

0.4 

(133.8) 

(13.4p) 

(13.4p) 

8.6p 

8.5p 

108.5

1.1

109.6

13.6p

13.6p

16.0p

16.0p

11 

11 

11 

11 

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Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Consolidated statement of 
Consolidated statement of 
comprehensive income  
comprehensive income  
for the year ended 31 January 2015
for the year ended 31 January 2015 

Note 

2015
£’m

(133.8)

2014
£’m

109.6

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(Loss)/profit for the year 

Other comprehensive income 

Other comprehensive income to be reclassified to profit and loss account 
in subsequent years 
Exchange differences on translation of foreign operations 

Net loss on cash flow hedges 

Net gain/(loss) on available for sale financial assets 

Tax effect  

Other comprehensive income not to be reclassified to profit and loss account 
in subsequent years 
Re-measurement losses on defined benefit plans 

24 

Tax effect  

Total other comprehensive losses 

Total comprehensive (loss)/income for the year 

Attributable to: 

Equity holders of the parent 

Non-controlling interests 

The notes on pages 111-168 form an integral part of these consolidated financial statements.  

–

(3.0)

3.8

(0.1)

0.7

(34.8)

6.9

(27.9)

0.1

–

(1.1)

0.2

(0.8)

(16.4)

3.3

(13.1)

(27.2)

(13.9)

(161.0)

95.7

(161.4)

0.4

(161.0)

94.6

1.1

95.7

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Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Consolidated statement of financial 
Consolidated statement of cash flows  
position as at 31 January 2015
for the year ended 31 January 2015 

Note 

2015 
£’m 

2014
£’m

13 

14 

16 

17 

9 

25 

20 

21 

35 

22 

24 

25 

26 

17 

9 

27 

23 

35 

29 

1,471.4 

1,636.2

34.8 

1.2 

133.2 

659.6 

22.9 

– 

63.4 

5.3 

163.7 

47.7 

198.8 

2,802.0 

40.4 

704.7 

5.9 

711.7 

14.0 

5.5 

129.3 

158.7 

47.7 

47.4

–

139.8

1,681.7

19.9

5.1

62.5

4.8

216.4

–

151.3

3,965.1

24.3

728.3

9.2

1,798.4

–

7.0

113.2

164.9

–

1,817.9 

2,845.3

11.1 

519.4 

410.7 

40.7 

0.5 

3.6 

(2.3) 

983.7 

0.4 

984.1 

2,802.0 

–

–

1,118.7

–

0.5

0.6

–

1,119.8
–

1,119.8

3,965.1

Assets 
Goodwill 

Intangible fixed assets 

Investment in joint venture 

Property, plant and equipment 

Financial assets 

Deferred tax assets 

Current tax assets 

Reinsurance assets 

Inventories 

Trade and other receivables 

Assets held for sale 

Cash and short-term deposits 

Total assets 

Liabilities 
Retirement benefit scheme obligations 

Gross insurance contract liabilities 

Provisions 

Financial liabilities 

Current tax liabilities 

Deferred tax liabilities 

Other liabilities 

Trade and other payables 

Liabilities held for sale 

Total liabilities 

Equity 
Issued capital 

Share premium 

Retained earnings 

Share-based payment reserve 

Foreign currency translation reserve 

Available for sale reserve 

Hedging reserve 

Equity attributable to equity holders of the parent 
Non-controlling interest 

Total equity 

Total liabilities and equity 

The notes on pages 111-168 form an integral part of these consolidated financial statements. 

Signed for and on behalf of the Board on 29 April 2015 by 

L H L Batchelor 
Group Chief Executive Officer 

S M Howard 
Group Chief Financial Officer 

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Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Consolidated statement  
Consolidated statement of  
of changes in equity  
changes in equity  
for the year ended 31 January 2015
for the year ended 31 January 2015 

Attributable to the equity holders of the parent 

At 1 February 2014 
Loss for the year 

Other comprehensive 
losses 

Corporate 
restructuring 

Dividends paid 

Issue of share capital 

Costs associated 
with issue of 
share capital 

Issue of treasury 
shares  

Share-based 
payment charge 

Exercise of share 
options 

Issued 
capital 
£’m 

Share 
premium 
£’m 

– 
– 

– 

8.0 

– 

3.0 

– 
– 

– 

– 

– 

547.0 

– 

(27.6) 

0.1 

– 

– 

– 

– 

– 

At 31 January 2015 

11.1 

519.4 

At 1 February 2013 
Profit for the year 

Dividends paid 

Other comprehensive 
losses 

At 31 January 2014 

– 
– 

– 

– 

– 

– 
– 

– 

– 

– 

Retained 
earnings
£’m

1,118.7
(134.2)

(27.9)

1,516.1

(2,063.0)

–

–

–

–

1.0

410.7

1,043.3
108.5

(20.0)

(13.1)

1,118.7

Share-
based 
payment 
reserve
£’m

Foreign 
currency 
translation 
reserve
£’m

Available
for sale 
reserve
£’m

–
–

–

–

–

–

–

(0.1)

41.8

(1.0)

40.7

–
–

–

–

–

0.5
–

–

–

–

–

–

–

–

–

0.5

0.5
–

–

–

0.5

0.6
–

3.0

–

–

–

–

–

–

–

3.6

1.4
–

–

(0.8)

0.6

Hedging 
reserve
£’m

–
–

Non-
controlling 
interests
£’m

–
0.4

Total 
£’m 

1,119.8 
(134.2) 

(2.3)

(27.2) 

–

–

–

–

–

–

–

1,524.1 

(2,063.0) 

550.0 

(27.6) 

– 

41.8 

– 

–

–

–

–

–

–

–

–

(2.3)

983.7 

0.4

–
–

–

–

–

1,045.2 
108.5 

(20.0) 

(13.9) 

1,119.8 

(0.1)
1.1

(1.0)

–

–

Total 
equity
£’m

1,119.8
(133.8)

(27.2)

1,524.1

(2,063.0)

550.0

(27.6)

–

41.8

–

984.1

1,045.1
109.6

(21.0)

(13.9)

1,119.8

The notes on pages 111-168 form an integral part of these consolidated financial statements.  

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Consolidated statement of cash flows
Consolidated statement of cash flows  
for the year ended 31 January 2015
for the year ended 31 January 2015 

Note 

33 

12 

28 

28 

29 

37 

37 

22 

2015 
£’m 

155.3 

0.2 

(26.4) 

(61.3) 

(14.3) 

(101.8) 

(0.6) 

1,250.0 

(550.0) 

550.0 

(26.2) 

(4.1) 

774.9 

(2,063.0) 

(69.0) 

(15.5) 

(0.2) 

253.6 

237.9 

2014
£’m

174.1

9.5

(29.5)

(39.2)

(0.7)

(59.9)

(1.2)

–

–

–

–

(1,262.2)

814.7

(21.0)

(469.7)

(355.5)
0.1

609.0

253.6

Net cash flows from operating activities 

Investing activities 
Proceeds from sale of property, plant and equipment 

Purchase of property, plant and equipment 

Net purchase of financial assets 

Acquisition of subsidiaries  

Net cash flows used in investing activities 

Financing activities 
Payment of finance lease liabilities  

Proceeds from borrowings 

Repayment of borrowings 

Proceeds from issue of share capital on flotation 

Costs associated with issue of share capital on flotation 

Net movement on balances with related undertakings 

Net movement on balances with parent undertakings 

Dividends paid  

Net cash flows used in financing activities 

Net decrease in cash and cash equivalents 
Net foreign exchange differences 

Cash and cash equivalents at 1 February 

Cash and cash equivalents at 31 January 

The notes on pages 111-168 form an integral part of these consolidated financial statements. 

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Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Notes to the consolidated  
Notes to the consolidated  
financial statements
financial statements 

1 Corporate information 
Saga plc (the ‘Company’) is a public limited company incorporated and domiciled in the United Kingdom under the Companies 
Act 2006 (registration number 8804263). Its registered office is located at Enbrook Park, Folkestone, Kent CT20 3SE. On 
29 May 2014, the Company was admitted via a Premium Listing to the London Stock Exchange.  

The consolidated financial statements of Saga plc and the entities controlled by the Company (its subsidiaries, collectively ‘Saga 
Group’ or the ‘Group’) for the year ended 31 January 2015 were approved for issue by the Board of Directors on 29 April 2015. 

Saga Group offers a wide range of products and services to its customer base which include a range of general insurance and 
financial services products, package and cruise holidays, domiciliary care and a monthly subscription magazine. Accordingly, 
the Group segments its business into four trading segments – Financial Services, Travel, Healthcare Services and Media and 
Central Costs (see note 3).  

2.1 Basis of preparation 
The consolidated financial statements of the Group have been prepared in accordance with International Financial Reporting 
Standards (‘IFRS’) as issued by the International Accounting Standards Board (‘IASB’) and adopted by the European Union. 

The consolidated financial statements have been prepared on a going concern basis and on a historical cost basis except as 
otherwise stated. 

Amounts in the consolidated financial statements are stated in pounds sterling (£’m), which is also the Company’s functional 
currency. 

On the basis that the Group was created via a corporate reorganisation on 4 March 2014, including the creation of a new parent 
(the ‘Company’), the transaction is considered to be outside the scope of IFRS 3 ‘Business Combinations’ and has been 
accounted for using the pooling of interest method, whereby the carrying values of the assets and liabilities of the combining 
entities are included at previous IFRS carrying values, adjusted to achieve uniformity of accounting policies. The results and cash 
flows of all of the Group entities have been consolidated as if the transactions that gave rise to the formation of the Group took 
place on 1 February 2011, being the date of transitioning to IFRS for the combining entities. 

IFRS requires the Directors to adopt accounting policies that are the most appropriate to the Group’s circumstances. In 
determining and applying accounting policies, Directors and management are required to make judgements in respect of 
items where the choice of specific policy, accounting estimate or assumption to be followed could materially affect the 
Group’s reported financial position, results or cash flows; it may later be determined that a different choice may have been 
more appropriate.  

The preparation of financial statements in conformity with IFRS requires management to make estimates and assumptions that 
affect the reported amounts of assets and liabilities and disclosure of contingent assets and liabilities at the date of the financial 
statements and the reported amounts of revenue and expenses during the reporting period. A discussion on the Group’s 
significant accounting judgements and key sources of estimation uncertainty is detailed in note 2.5. Actual results could differ 
from those estimates. The estimates and underlying assumptions are reviewed on an ongoing basis. Revisions to accounting 
estimates are recognised in the period in which the estimate is revised if the revision affects only that period or in the period 
of the revision and future periods if the revision affects both current and future periods. 

Management has identified accounting estimates and assumptions relating to revenue, taxation, business combinations 
and goodwill, finite lived intangible assets, property, plant and equipment, financial assets, insurance contract liabilities and 
reinsurance assets, retirement benefit schemes, impairment and share-based payments that it considers to be critical due 
to their impact on the Group’s financial statements. 

The principal accounting policies adopted, which have been applied consistently, unless otherwise stated, are set out in note 
2.3 below. 

2.2 Basis of consolidation 
The consolidated financial statements incorporate the financial statements of the Company and entities controlled by the 
Company (its subsidiaries) made up to 31 January each year. Control is achieved where the Company has the power to govern 
the financial and operating policies of an investee entity so as to obtain benefits from its activities. The existence and effect of 
potential voting rights that are currently exercisable or convertible are considered when assessing whether the Group controls 
another entity. 

Saga plc
Annual report and accounts 2015

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Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

2.2 Basis of consolidation continued 
Specifically, the Group controls an investee if, and only if, the Group has: 

‒  power over the investee (i.e. existing rights that give it the current ability to direct the relevant activities of the investee)  
‒  exposure, or rights, to variable returns from its involvement with the investee  
‒  the ability to use its power over the investee to affect its returns.  

Generally, there is a presumption that a majority of voting rights results in control. To support this presumption and when the 
Group has less than a majority of the voting or similar rights of an investee, the Group considers all relevant facts and 
circumstances in assessing whether it has power over an investee, including:  

‒  the contractual arrangement with the other vote holders of the investee  
‒  rights arising from other contractual arrangements  
‒  the Group’s voting rights and potential voting rights.  

The Group reassesses whether or not it controls an investee if facts and circumstances indicate that there are changes to 
one or more of the three elements of control. Consolidation of a subsidiary begins when the Group obtains control over the 
subsidiary and ceases when the Group loses control of the subsidiary. Assets, liabilities, income and expenses of a subsidiary 
acquired or disposed of during the year are included in the consolidated financial statements from the date the Group gains 
control until the date the Group ceases to control the subsidiary. 

On acquisition, the assets, liabilities and contingent liabilities of a subsidiary are identified and measured at their fair values at the 
date of acquisition. Any excess of the cost of acquisition over the fair values of the identifiable net assets acquired is recognised 
as goodwill. Any deficiency of the cost of acquisition below the fair values of the identifiable net assets acquired (i.e. discount 
on acquisition) is credited to the income statement in the period of acquisition. The interest of non-controlling shareholders is 
stated at the non-controlling interest’s proportion of the fair values of the assets and liabilities recognised. Profit or loss and each 
component of other comprehensive income are attributed to the equity holders of the parent of the Group and to non-controlling 
interests, even if this results in non-controlling interests having a deficit balance. All intra-group assets and liabilities, equity, 
income, expenses and cash flows relating to transactions between members of the Group are eliminated in full on consolidation. 

The results of subsidiaries acquired or disposed of during the year are included in the consolidated income statement from the 
effective date of acquisition or up to the effective date of disposal, as appropriate. Where a subsidiary which constituted a major 
line of business is disposed of or otherwise meets the requirements of IFRS 5 to be held for sale, it is disclosed as a 
discontinued operation.  

A change in the ownership interest of a subsidiary, without a loss of control, is accounted for as an equity transaction.  

If the Group loses control over a subsidiary, it derecognises the related assets (including goodwill), liabilities, non-controlling 
interest and other components of equity while any resultant gain or loss is recognised in profit or loss. Any investment retained 
is recognised at fair value. 

2.3 Summary of significant accounting policies 
a. Revenue recognition  
Revenue represents amounts receivable from the sale or supply of goods and services provided to customers in the ordinary 
course of business. The recognition policies for the Group’s various revenue streams by segment are as follows: 

i) Financial Services 
Insurance operations 
Insurance premiums received for risks underwritten by the Group are recognised on a straight-line time-apportioned basis over 
the period of the policy. Any changes to premium arising as a result of adjustments to the underlying risk notified by the 
policyholders are recognised over the remaining period of the policy from the effective date of notification.  

Revenue received in connection with the sale, renewal, or adjustment of insurance policies not underwritten by the Group is 
recognised at the commencement of the period of risk. 

Insurance premiums received for risks which are not underwritten by the Group are not recognised in the income statement, as 
these amounts are passed through directly to the relevant insurer. These amounts are, however, included in the calculation of 
Trading EBITDA %. 

Insurance premiums and sales revenues received in advance of the inception date of a policy are treated as advanced receipts 
and included as other liabilities in the statement of financial position.  

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Insurance operations continued 
Premiums and sales revenue in respect of insurance policies underwritten by the Group which are live at the reporting date and 
which relate to the period after the reporting date are treated as unearned and included in insurance contract liabilities in the 
statement of financial position.  

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Income from credit provided to customers to facilitate payment of their insurance costs over the life of their policy is treated as 
part of the revenue from insurance operations and recognised over the period of the policy in proportion to the outstanding 
premium balance. 

Personal Finance operations 
Revenue from personal finance products is recognised when the customer contracts with the provider of the relevant personal 
finance product where the revenue comprises a one-off payment by the provider of the product. 

Where the personal finance product is one that delivers a recurring income stream, for example ongoing investment, savings 
or lending products, revenues are recognised over the life of the product. 

ii) Travel 
Travel operations 
Revenue from tour operations and cruise holidays where the Group does not operate the cruise ship is recognised in full on the 
passenger’s date of departure which represents the date upon which the revenue becomes fully non-refundable. Revenue in 
respect of cruise holidays where the Group operates the cruise ship is recognised on a per diem basis over the duration of the 
cruise reflecting the often longer durations of cruise holidays, and to facilitate more accurate matching of revenue with costs as 
they arise. 

Revenue from sales in resort, for example for optional excursions, or on board a cruise ship operated by the Group, for example 
bar sales or optional excursions, is recognised as and when earned. 

Revenue from tour operations received in advance of the date of departure, and the unearned element of cruise revenues not 
yet recognised on a per diem basis, are included as other liabilities in the statement of financial position. 

iii) Healthcare Services 
Healthcare operations 
Revenue from healthcare operations is recognised when services are supplied to customers against orders received.  

For Social Care operations, the point of supply is generally defined as the point at which a service user has received care 
services from the Group and which are usually provided on a daily basis.  

For Primary Care operations, revenue is recognised on delivery of the contracted services or, for capacity-related contracts, on a 
time-elapsed basis as the principal contractual obligation is to provide an agreed level of capacity over a fixed term. On longer-
term contracts, where the timing of the provision of services is not necessarily consistent with the patterns for billing of services 
rendered, for example contracts with Primary Care Trusts for the operation of walk-in health centres, revenue is recognised over 
the life of each contract in line with the pattern of delivery of the associated services.  

iv) Media and Central Costs 
Magazine subscriptions 
Magazine subscription revenue is recognised on a straight-line basis over the period of the subscription. Revenue generated 
from advertising within the magazine is recognised when the magazine is provided to the customer. The element 
of subscriptions and advertising revenue relating to the period after the reporting date is treated as unearned and included 
within other liabilities in the statement of financial position. 

Sale of goods 
Revenue from the sale of goods is recognised when the significant risks and rewards of ownership of the goods have passed 
to the buyer, usually on delivery of the goods. 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

2.3 Summary of significant accounting policies continued 
b. Cost recognition 
i) Direct costs 
Costs directly associated with the revenues generated by the Group’s principal activities (excluding insurance underwriting) are 
recognised in the income statement on a basis consistent with the relevant revenue recognition policy (and detailed above). 

ii) Acquisition costs  
Acquisition costs arising from the selling or renewing of insurance policies underwritten by the Group are recognised on a 
straight-line time-apportioned basis over the period of the policy in which the related revenues are earned. The proportion 
of acquisition costs relating to premiums treated as unearned at the reporting date are deferred and included as other assets 
in the statement of financial position. 

iii) Claims costs 
Claims costs incurred in respect of insurance policies underwritten by the Group include claims made for losses reported as 
occurring during the period together with the related handling costs, any adjustments to claims outstanding from previous 
periods, and a provision for the estimated cost of claims incurred during the period but not reported at the reporting date. 
Further detail is provided in note 25. 

iv) Reinsurance costs 
The Group undertakes a programme of reinsurance in respect of the policies which it underwrites. Outward reinsurance 
premiums are accounted for in the same accounting period as the related inward insurance premiums and are included 
as a deduction from earned premium, and therefore as a reduction in revenue.  

The amount of any anticipated reinsurance recoveries is treated as a reduction in claims costs. This amount is reported 
separately in the statement of financial position. 

v) Finance costs  
Finance costs comprise interest paid and payable which is calculated using the effective interest rate method and recognised in 
the income statement as it accrues. Accrued interest is included within the carrying value of the interest bearing financial liability 
in the statement of financial position. 

vi) Other expenses 
Other expenses are taken to the income statement as incurred and exclude intra-group transactions. 

c. Recognition of other income statement items 
i) Investment income 
Investment income in the form of interest is recognised in the income statement as it accrues and is calculated using the 
effective interest rate method. Fees and commissions which are an integral part of the effective yield of the financial asset 
or liability are recognised as an adjustment to the effective interest rate of the instrument. 

Investment income in the form of dividends is recognised when the right to receive payment is established. For listed securities, 
this is the date the security is listed as ex-dividend. 

ii) Gains and losses on financial investments 
Realised and unrealised gains and losses on financial investments are recorded as finance income in the income statement. 
Realised gains and losses on the sale of investments are calculated as the difference between net sales proceeds and the 
original or amortised cost and are recorded on the date of sale. Unrealised gains and losses, arising on financial assets 
measured at fair value through profit and loss which have not been derecognised as a result of disposal or transfer, represent 
the difference between the carrying value at the year end and the carrying value at the previous year end or the purchase value 
for investments acquired during the year, net of the reversal of previously recognised unrealised gains and losses in respect of 
disposals made during the year. 

d. Taxes 
i) Current income tax 
Current income tax assets and liabilities for the current period are measured at the amount expected to be recovered from 
or paid to the taxation authorities. The tax rates and tax laws used to compute the amount are those that are enacted or 
substantively enacted at the reporting date. Current income tax relating to items recognised directly in equity is recognised 
in equity and not in the income statement.  

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ii) Deferred tax 
Deferred tax is provided using the liability method on temporary differences between the tax bases of assets and liabilities and 
their carrying amounts for financial reporting purposes at the reporting date. 

Deferred tax liabilities are recognised for all taxable temporary differences and deferred tax assets are recognised to the extent 
that it is probable that taxable profit will be available against which the deductible temporary differences, and the carry forward 
of unused tax credits and unused tax losses can be utilised.  

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The carrying amount of deferred tax assets is reviewed at each reporting date and reduced to the extent that it is no longer 
probable that sufficient taxable profit will be available to allow all or part of the deferred tax asset to be utilised. Unrecognised 
deferred tax assets are reassessed at each reporting date and are recognised to the extent that it has become probable that 
future taxable profits will allow the deferred tax asset to be recovered.  

Deferred tax assets and liabilities are measured at the tax rates that are expected to apply in the year when the asset is realised 
or the liability is settled, based on tax rates (and tax laws) that have been enacted or substantively enacted at the reporting date. 
Deferred tax is charged or credited in the income statement, except when it relates to items charged or credited in other 
comprehensive income, in which case the deferred tax is dealt with in other comprehensive income. 

Deferred tax assets and deferred tax liabilities are offset if a legally enforceable right exists to set off current tax assets against 
current tax liabilities and the deferred taxes relate to the same taxable entity and the same taxation authority. 

e. Foreign currencies 
i) Transactions and balances 
Transactions in foreign currencies are initially recorded by the Group at their respective functional currency spot rate at the date 
the transaction first qualifies for recognition. Monetary assets and liabilities denominated in foreign currencies are retranslated 
at the functional currency spot rate of exchange ruling at the reporting date. Differences arising on settlement or translation 
of monetary items are recognised in the income statement. 

Non-monetary items that are measured at historical cost are translated using the exchange rate at the date of the initial 
transaction. Non-monetary items measured at fair value are translated using the exchange rate at the date when the fair value is 
determined. The gains or losses arising on translation of non-monetary items measured at fair value are treated in line with the 
recognition of gains or losses arising on a change in the fair value of the item (i.e. the translation differences on items whose fair 
value gain or loss is recognised in other comprehensive income or the income statement are also recognised in other 
comprehensive income or the income statement respectively). 

ii) Group companies 
The assets and liabilities of foreign operations are translated into pounds sterling at the rate of exchange prevailing at the 
reporting date and their income statements are translated at exchange rates prevailing at the dates of the transactions. The 
exchange differences arising on translation are recognised in other comprehensive income. On disposal of a foreign operation, 
the component of other comprehensive income relating to that particular foreign operation is recycled to the income statement. 

f. Intangible assets 
Intangible assets acquired are measured on initial recognition at cost. Intangible assets acquired in a business combination are 
measured at their fair value at the date of acquisition and, following initial recognition, are carried at cost less any accumulated 
amortisation and accumulated impairment losses. Internally generated intangibles, excluding internally developed software, 
are not capitalised and the related expenditure is reflected in the income statement in the period in which the expenditure 
is incurred. 

The useful lives of intangible assets are assessed as either finite or indefinite. Estimated useful lives are as follows: 

Goodwill 
Brands 

Customer relationship 

Contracts acquired 

Software 

Indefinite
10 years 

over the life of the customer relationship 

over the life of the contract 

3-6 years 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

2.3 Summary of significant accounting policies continued 
f. Intangible assets continued 
Intangible assets with finite lives are amortised over their useful economic life on a basis appropriate to the consumption 
of the asset and are assessed for impairment whenever there is an indication that the intangible asset may be impaired. The 
amortisation period and the amortisation method for an intangible asset with a finite useful life are reviewed at least at the end of 
each reporting period. Changes in the expected useful life or the expected pattern of consumption of future economic benefits 
embodied in the asset are considered to modify the amortisation period or method, as appropriate, and are treated as changes 
in accounting estimates. The amortisation expense on intangible assets with finite lives is recognised in the income statement 
in the expense category that is consistent with the function of the intangible assets. 

Intangible assets with indefinite useful lives are not amortised, but are tested for impairment annually, either individually or at the 
cash generating unit (‘CGU’) level. The assessment of indefinite life is reviewed annually to determine whether the indefinite life 
continues to be supportable. If not, the change in useful life from indefinite to finite is made on a prospective basis. 

Gains or losses arising from derecognition of an intangible asset are measured as the difference between the net disposal 
proceeds and the carrying amount of the asset and are recognised in the income statement when the asset is derecognised. 

g. Business combinations and goodwill 
Business combinations are accounted for using the acquisition method of accounting. The cost of an acquisition is measured as 
the aggregate of the consideration transferred measured at acquisition date at fair value and the amount of any non-controlling 
interests in the acquiree. For each business combination, the Group elects whether to measure the non-controlling interests in 
the acquiree at fair value or at the proportionate share of the acquiree’s identifiable net assets.  

Any excess of the cost of acquisition over the fair values of the identifiable assets and liabilities is recognised as goodwill. If the 
cost of acquisition is less than the fair values of the identifiable assets and liabilities of the acquired business, the difference is 
treated as negative goodwill and is recognised directly in the income statement in the year of acquisition.  

Acquisition-related costs are expensed as incurred and included in administrative expenses. 

Goodwill is stated at cost less any accumulated impairment losses. Goodwill is allocated to CGUs at the point of acquisition and 
is reviewed annually for impairment.  

h. Impairment of non-financial assets 
The Group undertakes a full impairment review of the carrying value of goodwill at each reporting date. The Group also assesses 
at each reporting date whether there is any indication that any other non-financial assets may be impaired. If such an indication 
exists, the recoverable amount is estimated and compared to the carrying amount. If the recoverable amount is less than the 
carrying amount, the asset is considered impaired and is written down to its recoverable amount and the impairment loss is 
recognised immediately in the income statement.  

In assessing value in use, estimated future cash flows are discounted to their present value using a pre-tax discount rate that 
reflects current market assessments of the time value of money and the risks specific to the asset. In determining fair value less 
costs of disposal, recent market transactions are taken into account. If no such transactions can be identified, an appropriate 
valuation model is used. These calculations are corroborated by valuation multiples, quoted share prices for publicly traded 
companies or other available fair value indicators. The Group bases its impairment calculations on detailed budgets, plans 
and long-term growth assumptions, which are prepared separately for each of the Group’s CGUs to which individual assets 
are allocated.  

i. Joint arrangements 
The Group participates in a joint arrangement where control of the arrangement is shared with another party. A joint 
arrangement is classified as a joint operation or joint venture, depending on management’s assessment of the legal form 
and substance of the arrangement. 

The Group’s share of assets, liabilities, revenue, expenses and cash flows of joint operations are included in the consolidated 
financial statements on a line-by-line basis, whereas the Group’s investment and share of results of joint ventures are shown 
within single line items in the consolidated statement of financial position and the consolidated income statement respectively. 

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j. Property, plant and equipment 
Property, plant and equipment are stated at cost, net of accumulated depreciation and impairment losses, if any. Where an item 
of property, plant and equipment comprises major components having different useful lives, they are accounted for separately. 
Likewise, when a major inspection or dry-docking is performed, its cost is recognised in the carrying amount of the plant and 
equipment as a replacement if the recognition criteria are satisfied. All other repairs and maintenance costs are recognised in 
the income statement as incurred.  

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Depreciation is charged to the income statement on a straight-line basis so as to write off the depreciable amount of property, 
plant and equipment over its estimated useful lives. The depreciable amount is the cost of an asset less its residual value. Land 
is not depreciated. Estimated useful lives are as follows: 

Buildings, properties and related fixtures: 

Buildings 

Related fittings 

Leasehold properties 

Cruise ships 

Computers 

Plant, vehicles and other equipment  

50 years 

3-20 years 

over the period of the lease 

2-15 years 

3 years 

3-10 years 

Costs relating to cruise ship mandatory dry-dockings are capitalised and depreciated over the period up to the next dry-docking 
where appropriate. 

An item of property, plant and equipment is derecognised upon disposal or when no future economic benefits are expected 
from its use or disposal. Any gain or loss arising on derecognition of an asset (calculated as the difference between the net 
disposal proceeds and the carrying amount of the asset) is included in the income statement when the asset is derecognised. 

Estimated residual values and useful lives are reviewed annually.

k. Non-current assets held for sale, disposal groups and discontinued operations 
The Group classifies non-current assets and disposal groups as held for sale if their carrying amount will be recovered principally 
through a sale transaction rather than through continuing use. To be classified as held for sale, an asset must be available for 
immediate sale in its present condition subject only to terms that are usual and customary for the sale of such assets, and the 
sale must be highly probable. Sale is considered to be highly probable when management is committed to a plan to sell an 
asset and an active programme to locate a buyer and complete the plan has been initiated at a price that is reasonable in 
relation to its current fair value, and there is an expectation that the sale will be completed within one year from the date of 
classification. Non-current assets classified as held for sale are carried on the Group’s statement of financial position at the 
lower of their carrying amount and fair value less costs to sell. 

Property, plant and equipment and intangible assets once classified as held for sale are not depreciated or amortised. 

Discontinued operations are excluded from the results of continuing operations and are presented as a single amount of profit 
or loss after tax from discontinued operations in the income statement. 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

2.3 Summary of significant accounting policies continued 
l. Financial instruments 
i) Financial assets 
Initial recognition and measurement 
Financial assets are classified as financial assets at fair value through profit or loss, loans and receivables, held-to-maturity 
investments or available for sale financial assets. The Group determines the classification of its financial assets at initial 
recognition and they are accounted on a trade date basis. All financial assets are recognised initially at fair value plus, in the 
case of financial assets not recorded at fair value through profit or loss, transaction costs that are directly attributable to 
the acquisition of the financial asset. The Group has fair value through profit or loss, loans and receivables and available  
for sale financial assets. 

Subsequent measurement 
The subsequent measurement of financial assets depends on their classification as described below: 

Financial assets at fair value through profit or loss (‘FVTPL’) 
Financial assets at FVTPL are assets: 

‒  which upon initial recognition are designated at fair value through the income statement to eliminate or significantly reduce 

a measurement recognition inconsistency, or  

‒  which are acquired principally for the purpose of selling in the near term or forming part of the portfolio of financial 

instruments that are managed together and for which there is evidence of short-term profit taking. 

Derivative financial instruments not designated as hedging instruments and hedge funds are classified as FVTPL. Financial 
assets at FVTPL are stated at fair value, with any resultant gain or loss recognised through the income statement. The fair values 
are quoted market prices (where there is an active market) or are based on valuation techniques (where there is no active market 
or the securities are unlisted). Valuation techniques include the use of recent arm’s length transactions, discounted cash flow 
analysis and other commonly used valuation techniques.  

The Group has not designated any financial assets upon initial recognition as at fair value through profit or loss. 

Loans and receivables 
Loans and receivables are non-derivative financial assets with fixed or determinable payments that are not quoted in an active 
market. After initial measurement, such financial assets are subsequently measured at amortised cost using the effective interest 
rate (‘EIR’) method, less impairment losses. Amortised cost is calculated by taking into account any discount or premium on 
acquisition and fees or costs that are an integral part of the EIR. The EIR amortisation is included in finance income in the 
income statement. The losses arising from impairment are recognised in the income statement in finance costs. 

Available for sale financial investments 
Available for sale financial investments include debt securities and money market funds. After initial measurement, available  
for sale financial investments are subsequently measured at fair value with unrealised gains or losses recognised as other 
comprehensive income in the available for sale reserve until the investment is derecognised, at which time, the cumulative gain 
or loss is recognised in other operating income, or determined to be impaired, at which time the cumulative loss is reclassified to 
the income statement in finance costs and removed from the available for sale reserve. Interest income on available for sale debt 
securities is calculated using the EIR and is recognised in the income statement. 

Derecognition 
A financial asset is derecognised when the rights to receive cash flows from the asset have expired or when the Group has 
transferred substantially all the risks and rewards relating to the asset to a third party. 

Impairment of financial assets 
The Group assesses at each reporting date whether there is any objective evidence that a financial asset or a group of financial 
assets is impaired. A financial asset or a group of financial assets is deemed to be impaired if there is objective evidence of 
impairment as a result of one or more events that have occurred after the initial recognition of the asset (an incurred ‘loss event’) 
and that loss event has an impact on the estimated future cash flows of the financial asset or the group of financial assets that 
can be reliably estimated. Evidence of impairment may include indications that debtors are experiencing significant financial 
difficulty, or where observable data indicates that there is a measurable decrease in the estimated future cash flows, such as 
changes in arrears or other factors that correlate with defaults. 

Loans and receivables 
If there is objective evidence that an impairment loss on a financial asset or group of financial assets classified as loans and 
receivables has been incurred, the Group measures the amount of the loss as the difference between the carrying amount of the 
asset or group of assets and the present value of estimated future cash flows from the asset or group of assets, discounted at 
the effective interest rate of the instrument at initial recognition. 

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Loans and receivables continued 
Impairment losses are assessed individually where significant, or collectively for assets that are not individually significant.  

Impairment losses are recognised in the income statement and the carrying amount of the financial asset or group of financial 
assets is reduced by establishing an allowance for the impairment losses. If in a subsequent period the amount of the 
impairment loss reduces and the reduction can be ascribed to an event after the impairment was recognised, the previously 
recognised loss is reversed by adjusting the allowance.  

Available for sale financial investments  
When a decline in the fair value of a financial asset classified as available for sale has been recognised directly in equity and 
there is objective evidence that the asset is impaired, the cumulative loss is removed from equity and recognised in the income 
statement. The loss is measured as the difference between the amortised cost of the financial asset and its current fair value. 
Impairment losses on available for sale equity instruments are not reversed through the income statement, but those on 
available for sale debt instruments are reversed if there is an increase in fair value that is objectively related to a subsequent 
event. Subsequent increases in the fair value of available for sale debt instruments are all recognised in equity. 

ii) Financial liabilities 
Initial recognition and measurement 
Financial liabilities are classified as financial liabilities at fair value through profit or loss, loans and borrowings, payables, or 
derivatives designated as hedging instruments in an effective hedge, as appropriate. The Group determines the classification 
of its financial liabilities at initial recognition. 

All financial liabilities are recognised initially at fair value and, in the case of loans and borrowings, net of directly attributable 
transaction costs. 

The Group’s financial liabilities include trade and other payables, loans and borrowings and derivative financial instruments. 

Subsequent measurement 
The measurement of financial liabilities depends on their classification as follows: 

Financial liabilities at FVTPL 
Derivative financial instruments not designated as hedging instruments are classified as FVTPL. Financial liabilities at FVTPL are 
stated at fair value, with any resultant gain or loss recognised through the income statement.  

Loans and borrowings and other payables 
After initial recognition, interest bearing loans and borrowings and other payables are subsequently measured at amortised cost 
using the EIR method. Gains and losses are recognised in the income statement when the liabilities are derecognised as well as 
through the EIR amortisation process. 

Amortised cost is calculated by taking into account any discount or premium on acquisition and fees or costs that are an 
integral part of the EIR. The EIR amortisation is included in finance costs in the income statement. 

Derecognition 
A financial liability is derecognised when the obligation under the liability is discharged or cancelled or expires. 

When an existing financial liability is replaced by another from the same lender on substantially different terms, or the terms of an 
existing liability are substantially modified, such an exchange or modification is treated as a derecognition of the original liability 
and the recognition of a new liability. The difference in the respective carrying amounts is recognised in the income statement. 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

2.3 Summary of significant accounting policies continued 
l. Financial instruments continued 
ii) Financial liabilities continued 
Derivatives 
Derivatives are measured at fair value both initially and subsequent to initial recognition. Derivatives are presented as assets 
when the fair values are positive and as liabilities when the fair values are negative. A derivative is presented as a non-current 
asset or a non-current liability if the remaining maturity of the instrument is more than 12 months and it is not expected to be 
realised or settled within 12 months.  

iii) Fair values 
The Group measures financial instruments, such as derivatives and financial instruments classified as available for sale and at 
FVTPL, at fair value at each reporting date.  

Fair value is the price that would be required to sell an asset or to transfer a liability in an orderly transaction between market 
participants at the measurement date. The fair value measurement is based on the presumption that the transaction to sell the 
asset or transfer the liability takes place either in the principal market accessible by the Group for the asset or liability or in the 
absence of a principal market, in the most advantageous market accessible by the Group for the asset or liability.  

The fair values are quoted market prices where there is an active market or are based on valuation techniques when there is no 
active market or the instruments are unlisted. Valuation techniques include the use of recent arm’s length market transactions, 
discounted cash flow analysis and other commonly used valuation techniques. An analysis of the fair values of financial 
instruments and further details as to how they are measured are provided below. 

All assets and liabilities for which fair value is measured or disclosed in the financial statements are categorised within the 
fair value hierarchy, described as follows, based on the lowest level input that is significant to the fair value measurement 
as a whole: 

‒  Level 1 — Quoted (unadjusted) market prices in active markets for identical assets or liabilities 
‒  Level 2 — Valuation techniques for which the lowest level input that is significant to the fair value measurement is directly 

or indirectly observable 

‒  Level 3 — Valuation techniques for which the lowest level input that is significant to the fair value measurement 

is unobservable 

For assets and liabilities that are recognised in the financial statements on a recurring basis, the Group determines whether 
transfers have occurred between levels in the hierarchy by reassessing categorisation (based on the lowest level input that 
is significant to the fair value measurement as a whole) at the end of each reporting period. 

iv) Hedge accounting 
The Group designates certain derivative financial instruments as cash flow hedges of certain forecast transactions. These 
transactions are highly probable to occur and present an exposure to variations in cash flows that could ultimately affect 
amounts determined in profit or loss. 

Where a derivative financial instrument is designated as a hedge, the effective part of any fair value gain or loss on the derivative 
financial instrument is recognised directly in the hedging reserve. Any ineffective portion of the hedge is recognised immediately 
within the income statement. 

When a hedged forecast transaction subsequently results in the recognition of a financial asset or a financial liability, any 
associated cumulative gain or loss is removed from the hedging reserve and reclassified into the income statement in the same 
period in which the asset or liability affects profit or loss. When a hedged forecast transaction subsequently results in the 
recognition of a non-financial asset or non-financial liability, any associated cumulative gain or loss is removed from the hedging 
reserve and is included in the initial cost or other carrying amount of the non-financial asset or liability.  

For foreign currency hedges, prospective hedge effectiveness testing is performed at the inception of the hedging relationship, 
and subsequently at each balance sheet date, through comparison of the projected fair values of the hedged forecast 
transaction and the hedging instrument using a combination of the hypothetical derivative approach and sensitivity analysis, as 
part of the dollar-offset method. Retrospective hedge testing is also performed at each reporting date using the dollar-offset 
method, by comparing the cumulative changes in the fair values of the forecast hedged transaction and the hedging instrument. 

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For fuel oil hedges, prospective hedge effectiveness testing is performed at the inception of the hedging relationship, and 
subsequently at each balance sheet date, using regression analysis. This method involves calculating the strength of the 
correlation between the price of the derivative and the price of the fuel oil being purchased. Retrospective hedge testing 
is also performed at each reporting date using the same technique. 

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When a hedging instrument no longer meets the criteria for hedge accounting, through maturity, sale, other termination, or 
the revoking of the designated hedging relationship, hedge accounting is discontinued prospectively. If the hedged forecast 
transaction is still expected to occur, the associated cumulative gain or loss remains in the hedging reserve and is recognised 
in accordance with the above policy when the transaction occurs. If the hedged transaction is no longer expected to occur, 
the cumulative unrealised gain or loss is recognised in the income statement immediately. 

m. Leases 
Leases under which substantially all of the risk and rewards of ownership are transferred to the Group are finance leases. 
All other leases are operating leases.  

Assets held under finance leases are recognised at the lower of the fair value of the asset and the present value of the minimum 
lease payments within property, plant and equipment on the statement of financial position and depreciated over the shorter of 
the lease term or their expected useful lives. The interest element of finance lease payments represents a constant proportion 
of the capital balance outstanding and is charged to the income statement over the period of the lease.  

Operating lease rentals are charged to the income statement on a straight-line basis over the lease term. 

Income arising from operating leases where the Group acts as lessor is recognised on a straight-line basis over the lease term 
and included in operating income due to its operating nature. 

n. Borrowing costs 
Borrowing costs directly attributable to the acquisition, construction or production of an asset that necessarily takes a 
substantial period of time to get ready for its intended use or sale are capitalised as part of the cost of the respective asset. 
All other borrowing costs are expensed in the period in which they occur. 

Borrowing costs consist of interest and other costs that an entity incurs in connection with the borrowing of funds. 

o. Cash and short-term deposits 
Cash and short-term deposits in the statement of financial position comprise cash at bank and on hand and short-term deposits 
with a maturity of three months or less from their inception date. 

For the purpose of the consolidated statement of cash flows, cash and cash equivalents consist of cash, short-term deposits as 
defined above and short-term highly liquid investments (including money market funds) with original maturities of three months 
or less which are subject to insignificant risk of change in value, net of outstanding bank overdrafts.  

p. Inventories 
Inventories are stated at the lower of cost and net realisable value. Costs include all costs incurred in bringing each product to 
its present location and condition. Net realisable value is based on estimated selling price less any further costs expected to be 
incurred to completion and disposal. 

q. Insurance contract liabilities  
Insurance contract liabilities include an outstanding claims provision, a provision for unearned premiums and, if required, 
a provision for premium deficiency.  

i) Outstanding claims provision 
The provision for outstanding claims is set on an individual claim basis and is based on the ultimate cost of all claims notified 
but not settled less amounts already paid by the reporting date, together with a provision for related claims handling costs. The 
provision also includes the estimated cost of claims incurred but not reported at the statement of financial position date, which is 
set using statistical methods. The outstanding claims provision is not discounted for the time value of money with the exception 
of claims settled on a periodical payment orders (‘PPOs’) basis. 

The amount of any anticipated reinsurance, salvage or subrogation recoveries is separately identified and reported within trade 
and other receivables and insurance contract liabilities respectively. 

Differences between the provisions at the reporting date and settlements and provisions in the following year (known as ‘run off 
deviations’) are recognised in the income statement as they arise. 

Saga plc
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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

2.3 Summary of significant accounting policies continued 
q. Insurance contract liabilities continued 
ii) Provision for unearned premiums 
The provision for unearned premiums represents that portion of premiums received or receivable that relates to risks that have 
not yet expired at the reporting date. The provision is recognised when contracts are entered into and premiums are charged, 
and is brought to account as premium income over the term of the contract in accordance with the pattern of insurance service 
provided under the contract. 

iii) Provision for premium deficiency 
At each reporting date, the Group reviews its unexpired risks and a liability adequacy test is performed to determine whether 
there is any overall excess of expected claims and deferred acquisition costs over unearned premiums. This calculation uses 
current estimates of future contractual cash flows after taking account of the investment return expected to arise on assets 
relating to the relevant insurance technical provisions. If these estimates show that the carrying amount of the unearned 
premiums (less related deferred acquisition costs) is inadequate, the deficiency is recognised in the income statement by 
setting up a provision for premium deficiency. 

r. Share-based payments 
The Group provides benefits to employees (including Directors) in the form of share-based payment transactions, whereby 
employees render services as consideration for equity instruments (‘equity-settled transactions’). The cost of equity-settled 
transactions is measured by reference to the fair value on the grant date and is recognised as an expense over the relevant 
vesting period, ending on the date on which the employee becomes fully entitled to the award.  

Fair values of share-based payment transactions are calculated using Black-Scholes and Monte-Carlo modelling techniques. In 
valuing equity-settled transactions, assessment is made of any vesting conditions to categorise these into market performance 
conditions, non-market performance conditions and service conditions. 

Where the equity-settled transactions have market performance conditions (that is, performance which is directly or indirectly 
linked to the share price), the fair value of the award is assessed at the time of grant and is not changed, regardless of the actual 
level of vesting achieved, except where the employee ceases to be employed prior to the vesting date. 

For service conditions and non-market performance conditions, the fair value of the award is assessed at the time of grant and 
is reassessed at each reporting date to reflect updated expectations for the level of vesting. No expense is recognised for 
awards that ultimately do not vest. 

At each reporting date prior to vesting, the cumulative expense is calculated, representing the extent to which the vesting period 
has expired and, in the case of non-market conditions, the best estimate of the number of equity instruments that will ultimately 
vest or, in the case of instruments subject to market conditions, the fair value on grant adjusted only for leavers. The movement 
in the cumulative expense since the previous reporting date is recognised in the income statement, with the corresponding 
increase in the share-based payments reserve. 

Upon vesting of an equity instrument, the cumulative cost in the share-based payments reserve is reclassified to retained 
earnings in equity. 

The dilutive effect of outstanding options is reflected as additional share dilution in the computation of diluted earnings per share. 

s. Retirement benefit schemes 
The Group operates a number of defined benefit pension plans which require contributions to be made to separately 
administered funds. The cost of providing benefits under the defined benefit plans are determined separately using the 
projected unit credit valuation method.  

Actuarial gains and losses arising in the year are credited/charged to other comprehensive income and comprise the effects of 
changes in actuarial assumptions and experience adjustments due to differences between the previous actuarial assumptions 
and what has actually occurred. In particular, the difference between the interest income and the actual return on plan assets 
is recognised in other comprehensive income. 

Other movements in the net surplus or deficit, which include the current service cost, any past service cost and the effect of any 
curtailment or settlements, are recognised in the income statement. Past service costs are recognised in the income statement 
on the earlier of the date of plan curtailment and the date that the Group recognises restructuring-related costs. The interest 
cost less interest income on assets held in the plans is also charged to the income statement.  

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The defined benefit schemes are funded, with assets of the schemes held separately from those of the Group, in separate 
Trustee administered funds. Scheme assets are measured using market values, and scheme liabilities are measured using the 
projected unit actuarial method and are discounted at the current rate of return on a high-quality corporate bond of equivalent 
term and currency to the liability. Full actuarial valuations are obtained at least triennially and are updated at each reporting date. 
The resulting defined benefit asset or liability is presented separately after other net assets and liabilities on the face of the 
statement of financial position. The value of a retirement benefit scheme asset is restricted to the amount that may be recovered 
either through reduced contributions or agreed refunds from the scheme. 

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For defined contribution schemes, the amounts charged to the income statement are the contributions payable in the year. 

t. Provisions 
Provisions are recognised when the Group has a present obligation (legal or constructive) as a result of a past event, and it is 
probable that an outflow of resources embodying economic benefits will be required to settle the obligation and a reliable 
estimate can be made of the amount of the obligation. Where the Group expects some or all of a provision to be reimbursed, 
the reimbursement is recognised as a separate asset, but only when the reimbursement is virtually certain. The expense relating 
to any provision is presented in the income statement net of any reimbursement. If the effect of the time value of money is 
material, provisions are discounted using a current pre-tax rate that reflects, where appropriate, the risks specific to the liability. 
Where discounting is used, the increase in the provision due to the passage of time is recognised as a finance cost. 

A provision is recognised for onerous contracts in which the unavoidable costs of meeting the obligations under the contract 
exceed the economic benefits expected to be received under it. The unavoidable costs reflect the least net cost of exiting the 
contract, which is the lower of the cost of fulfilling it and any compensation or penalties arising from failure to fulfil it. 

u. Equity 
The Group has ordinary shares that are classified as equity. Incremental external costs that are directly attributable to the issue 
of these shares are recognised in equity, net of tax. 

2.4 Standards issued but not yet effective 
The following is a list of standards and amendments to standards that are in issue but are not effective or adopted as at 
31 January 2015. Comment on these new standards or amendments is as follows: 

i) IFRS 9 ‘Financial Instruments’ 
In July 2014, the IASB issued IFRS 9 ‘Financial Instruments’ that will essentially replace IAS 39. The classification and 
measurement of financial assets and liabilities will be directly linked to the nature of the instrument’s contractual cash flows and 
the business model employed by the holder of the instrument. The impact of this standard on the Group’s financial statements 
is still being assessed. The standard is effective for annual periods beginning on or after 1 January 2018. 

ii) IFRS 15 ‘Revenue from Contracts with Customers’ 
The objective of IFRS 15 is to establish the principles that an entity should apply to report useful information to users of financial 
statements about the nature, amount, timing and uncertainty of revenue and cash flows arising from a contract with a customer. 
The impact of this standard on the Group’s financial statements is still being assessed. The standard is effective for annual 
periods beginning on or after 1 January 2017. 

iii) Amendments to IAS 16 and IAS 38 ‘Clarification of Acceptable Methods of Depreciation and Amortisation’ 
These amendments to IAS 16 and IAS 38 provide additional guidance on how the depreciation or amortisation of property, plant 
and equipment and intangible assets should be calculated. The requirements of IAS 16 and IAS 38 are amended to clarify that 
depreciation and amortisation methods that are based on revenue are not appropriate. The amendment is effective for annual 
periods beginning on or after 1 January 2016 and will have no effect on the financial statements. 

iv) Amendments to IAS 27 ‘Equity Method in Separate Financial Statements’ 
The amendments reinstate the equity method as an accounting option for investments in subsidiaries, joint ventures and 
associates in an entity’s separate financial statements. The amendments are effective for annual periods beginning on or after 
1 January 2016, with earlier application being permitted and will have no effect on the financial statements. 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

2.4 Standards issued but not yet effective continued 
v) Amendments to IFRS 11 ‘Joint Arrangements’ 
The amendments state that the acquirer of an interest in a joint operation in which the activity constitutes a business, as defined 
in IFRS 3, is required to apply all of the principles on business combinations accounting in IFRS 3 and other IFRSs with the 
exception of those principles that conflict with the guidance in IFRS 11. The amendments are effective for annual periods 
beginning on or after 1 January 2016, with earlier application being permitted and will have no effect on the financial statements.

2.5 Significant accounting judgements, estimates and assumptions 
The key assumptions concerning the future and other key sources of estimation uncertainty at the reporting date, that have a 
significant risk of causing a material adjustment to the carrying amounts of assets and liabilities within the next financial year are 
discussed below: 

i) Valuation of insurance contract liabilities 
For insurance contracts, estimates have to be made both for the expected ultimate cost of claims reported at the reporting date 
and for the expected ultimate cost of claims incurred but not yet reported at the reporting date (‘IBNR’). It can take a significant 
period of time before the ultimate claims cost can be established with certainty. For some types of policies, IBNR claims form 
the majority of the liability in the statement of financial position. 

The ultimate cost of outstanding claims is estimated by using a range of standard actuarial claims projection techniques, such 
as Chain Ladder and Bornhuetter-Ferguson methods. 

The main assumption underlying these techniques is that past claims development experience can be used to project future 
claims development and hence ultimate claims costs. As such, these methods extrapolate the development of paid and incurred 
losses, average costs per claim and claim numbers based on the observed development of earlier years and expected loss 
ratios. Historical claims development is mainly analysed by accident years, but can also be further analysed by geographical 
area, as well as by significant business lines and claim types. Large claims are usually separately addressed, either by being 
reserved at the face value of loss adjuster estimates or separately projected in order to reflect their future development. In most 
cases, no explicit assumptions are made regarding future rates of claims inflation or loss ratios. Instead, the assumptions used 
are those implicit in the historical claims development data on which the projections are based. Additional qualitative judgement 
is used to assess the extent to which past trends may not apply in future, (e.g. to reflect one-off occurrences, changes in 
external or market factors such as public attitudes to claiming, economic conditions, levels of claims inflation, judicial decisions 
and legislation, as well as internal factors such as portfolio mix, policy features and claims handling procedures) in order to arrive 
at the estimated ultimate cost of claims that present the likely outcome from the range of possible outcomes, taking account of 
all of the uncertainties involved. 

The ultimate cost of claims is not discounted except for those in respect of periodical payment orders (‘PPOs’). The valuation 
of these claims involves making assumptions about the rate of inflation and the expected rate of return on assets to determine 
the discount rate. Due to the size of PPO claims, the ultimate cost is highly sensitive to changes in these assumptions. The 
assumptions are reviewed at each reporting date. 

Similar judgements, estimates and assumptions are employed in the assessment of the adequacy of provisions for unearned 
premium. Judgement is also required in determining whether the pattern of insurance service provided by a contract requires 
amortisation of unearned premium on a basis other than time apportionment. 

ii) Goodwill impairment testing 
The Group determines whether goodwill is impaired on an annual basis. This requires an estimation of the value in use of the 
CGUs to which goodwill is allocated. The value-in-use calculation requires the Group to estimate the future cash flows expected 
to arise from the CGUs at a suitable discount rate in order to calculate present value. 

iii) Valuation of retirement benefit scheme obligation 
The cost of defined benefit pension plans and the present value of the retirement benefit scheme obligation are determined 
using actuarial valuations. The actuarial valuation involves making assumptions about discount rates, expected rates of return 
on assets, future salary increases, mortality rates and future pension increases. Due to the complexity of the valuation, the 
underlying assumptions and its long-term nature, a defined benefit obligation is highly sensitive to changes in these 
assumptions. All assumptions are reviewed at each reporting date. 

iv) Fair value of financial instruments determined using valuation techniques 
Where the fair values of financial assets and financial liabilities are categorised under Level 2 or 3, they are determined using 
a variety of valuation techniques that include the use of discounted cash flow models and/or mathematical models. The inputs 
to these models are derived from observable market data where possible, but where observable market data is not available, 
judgement is required to establish fair values. The judgements include considerations of liquidity risk, credit risk, and model 
inputs such as volatility for longer dated derivatives and discount rates and prepayment rates.  

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vi) Share-based payments 
During the period, the Group has granted a number of different equity-based awards to employees and customers for which a 
share-based payments charge may be required to be made in the income statement. The Group has considered each award 
separately to determine whether it comprises a share-based payment and to determine whether it is ‘equity-settled’ or ‘cash-
settled’, and to determine the vesting period and any vesting conditions. 

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The fair values of share-based payments have been determined using techniques based upon ‘Black-Scholes’ and ‘Monte-
Carlo’ pricing models. The model assumptions have been considered at the time of award and, in the case of non-market based 
conditions, will be revisited at each reporting date up to vesting. 

viii) Share issue costs 
The Group incurred incremental costs totalling £30.3m in respect of its listing on the London Stock Exchange and issue of new 
shares. IAS 32 ‘Financial Instruments: Presentation’ requires the Group to charge the costs of issuing new shares against the 
share premium account within Equity. 

The Group has reviewed the incremental costs to identify those solely incurred in issuing new shares, those incurred in 
connection with the entire share capital, and those not associated with issuing new shares at all. Those costs incurred 
in connection with the entire share capital have been apportioned to the issue of new shares by reference to the number 
of new shares compared to the entire share capital. 

Further to this, the Group has charged £27.6m against share premium and charged the remaining £2.7m to the income 
statement as an exceptional expense. These costs are not deductible for corporation tax purposes. 

ix) Disposal group held for sale 
Further to the Group’s decision to divest the local authority section of its Healthcare business, Allied Healthcare, the business 
has been classified as a disposal group held for sale, and the assets and liabilities of the business have been re-measured to 
fair value. 

In order to be recognised as a disposal group held for sale, IFRS 5 ‘Non-current Assets Held for Sale and Discontinued 
Operations’ requires the business to be available for immediate sale in its present condition, subject only to terms that are usual 
and customary for sales of such assets, and the sale must be highly probable.  

The Group has considered the Allied Healthcare business and the processes under way to divest it, in particular those relating to 
marketing and contact with interested potential buyers, and concluded that the relevant criteria have been met at 31 January 
2015. Accordingly, the business has been treated as a disposal group held for sale in the statement of financial position and as 
a discontinued activity in the income statement. 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

3 Segmental information 
For management purposes, the Group is organised into business units based on their products and services and has four 
reportable operating segments as follows: 

‒ 

Financial Services:
primarily from insurance premiums, insurance commissions and financial services product commissions. This segment is 
further analysed into three sub-segments: 

 The segment primarily comprises general insurance and financial services products. Revenue is derived 

‒  Motor Insurance 
‒  Home Insurance 
‒  Other Financial Services 

The Group operates its own general insurer which underwrites all of the Group’s Saga-branded Motor Insurance policies, a 
proportion of its Home Insurance policies, and some of its other products. The remaining insurance policies are underwritten 
by third party underwriters. 

‒ 

 The segment primarily comprises the operation and delivery of package tours and cruise holiday products. The Group 

Travel:
operates its own cruise ships and one hotel. All other holiday products are packaged together with third party supplied 
accommodation, flights and other transport arrangements. 

‒ 

Healthcare Services:
care services. 

 The segment primarily comprises the delivery of domiciliary care services and delivery of various primary 

‒ 

Media and Central Costs:
mailing house and centrally borne administrative costs. 

 The segment primarily comprises a monthly subscription magazine product, the Group’s internal 

Segment performance is primarily evaluated using the Group’s key performance measure of Trading EBITDA. Items 
not allocated to a segment relate to transactions that do not form part of the ongoing segment performance. Group 
financing (including finance costs) and income taxes are managed on a Group basis and are not allocated to individual 
operating segments. 

Transfer prices between operating segments are set on an arm’s length basis in a manner similar to transactions with third 
parties. Segment income, expenses and results includes transfers between business segments which are then eliminated 
on consolidation. 

Finance income and costs, and fair value gains and losses on derivative financial instruments are not allocated to individual 
segments as the underlying instruments are managed on a Group basis. Current taxes, deferred taxes and certain financial 
assets and liabilities are not allocated to segments as they are also managed on a Group basis. 

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Financial Services 

Motor 
Insurance 
£’m 

Home 
Insurance
£’m

Other 
Financial 
Services
£’m

341.3 

173.5

151.6

– 

341.3 

(29.3) 

312.0 
(168.1) 

143.9 

104.2 
30.5% 

(1.5) 

(2.3) 

100.4 

–

173.5

(81.7)

91.8
(4.5)

87.3

64.5
37.2%

(0.6)

(1.8)

62.1

–

151.6

(57.3)

94.3
(32.0)

62.3

41.9
27.6%

(0.6)

(0.8)

40.5

Healthcare 
Services 
£’m 

Media and 
Central 
Costs 
£’m 

4.3 

– 

4.3 

– 

4.3 
(0.3) 

4.0 

16.8 

8.3 

25.1 

– 

25.1 
(15.6) 

9.5 

2.2 
51.2% 

(0.2) 

– 

2.0 

(11.4) 
(45.4%) 

(5.1) 

(1.5) 

(18.0) 

Travel
£’m

381.3

–

381.3

–

381.3
(304.6)

76.7

26.0
6.8%

(9.3)

(3.1)

13.6

Total
£’m

666.4

–

666.4

(168.3)

498.1
(204.6)

293.5

210.6
31.6%

(2.7)

(4.9)

203.0

2015 

Gross revenue 

Inter-segment  

Segment revenue 

Third party premiums 

Revenue 
Cost of sales 

Gross profit 

Results 

Trading EBITDA 
Trading EBITDA %  

Depreciation 

Amortisation of intangible assets 

Operating profit 

Exceptional expenses 

Net fair value gain on derivative 
financial instruments 

Net finance costs 

Profit before tax from 
continuing operations 

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Adjustments
£’m

Total
£’m

–

1,068.8

(8.3)

(8.3)

–

(8.3)
–

(8.3)

–

–

(2.2)

(2.2)

–

1,068.8

(168.3)

900.5
(525.1)

375.4

227.4
21.3%

(17.3)

(11.7)

198.4

(52.4)

2.9

(35.1)

113.8

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Total assets less liabilities 

299.7

(25.1)

–  

(89.2) 

798.7

984.1

The total revenue of £900.5m is generated solely in the UK. 

Cost of sales within the Financial Services segment comprises claims costs and claims handling expenses incurred on insurance 
policies underwritten by the Group (see note 3b). The costs of marketing, selling and administering the policies are deducted in 
arriving at Trading EBITDA. 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

3 Segmental information continued 

2014 

Gross revenue 

Inter-segment  

Segment revenue 

Third party premiums 

Revenue 
Cost of sales 

Gross profit 

Results 

Trading EBITDA 
Trading EBITDA %  

Depreciation 

Loss on disposal 

Amortisation of intangible assets 

Operating profit 

Exceptional expenses 

Net fair value loss on derivative 
financial instruments 

Net finance costs 

Profit before tax from 
continuing operations 

Financial Services 

Motor 
Insurance 
£’m 

Home 
Insurance 
£’m 

Other 
Financial 
Services
£’m

362.6 

197.8 

122.5

– 

– 

–

362.6 

197.8 

122.5

(7.4) 

(107.3) 

355.2 
(218.9) 

136.3 

90.5 
(4.4) 

86.1 

(25.6)

96.9
(38.0)

58.9

96.7 
26.7% 

63.1 
31.9% 

37.3
30.4%

(1.3) 

– 

(3.1) 

92.3 

(0.5) 

– 

(1.3) 

61.3 

(0.3)

–

(0.7)

36.3

Healthcare 
Services
£’m

Media and 
Central 
Costs 
£’m 

4.7

–

4.7

–

4.7
(0.3)

4.4

2.7
57.4%

(0.2)

–

–

2.5

17.1 

8.9 

26.0 

– 

26.0 
(16.7) 

9.3 

(1.4) 
(5.4%) 

(5.5) 

– 

(3.1) 

(10.0) 

Travel
£’m

379.6

–

379.6

–

379.6
(315.0)

64.6

27.8
7.3%

(17.9)

(1.6)

(2.4)

5.9

Total
£’m

682.9

–

682.9

(140.3)

542.6
(261.3)

281.3

197.1
28.9%

(2.1)

–

(5.1)

189.9

Adjustments
£’m

Total
£’m

–

1,084.3

(8.9)

(8.9)

–

(8.9)
–

(8.9)

–
–

–

–

(0.1)

(0.1)

–

1,084.3

(140.3)

944.0
(593.3)

350.7

226.2
20.9%

(25.7)

(1.6)

(10.7)

188.2

(6.4)

(10.4)

(0.1)

171.3

Total assets less liabilities 

274.9

(5.3)

(0.2)

(55.5) 

905.9

1,119.8

The total revenue of £944.0m is generated solely in the UK. 

Cost of sales within the Financial Services segment comprises claims costs and claims handling expenses incurred on insurance 
policies underwritten by the Group (see note 3b). The costs of marketing, selling and administering the policies are deducted in 
arriving at Trading EBITDA. 

Total assets less liabilities detailed as adjustments relates to the following unallocated items: 

Goodwill 

Contracts, brands and customer relationships 

Bank loans 

Assets relating to discontinued operations 

Net amounts owed to parent undertakings  

Net amounts owed to previous related undertakings  

Deferred tax – non-retirement benefit scheme related 

Note 

13 

14 

28 

17 

17 

2015 
£’m 

1,471.4 

18.8 

(692.2) 

–  

–  

– 

0.7 

798.7 

2014
£’m

1,636.2

29.2

–

(2.4)

(749.2)

(4.2)

(3.7)

905.9

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Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
a. Analysis of Financial Services revenue 

Income from insurance underwritten by the Group 

– Motor Insurance 

– Home Insurance 

– Other 

Income from other insurance and financial services products 

b. Analysis of Financial Services cost of sales 

Net claims incurred on insurance underwritten by the Group 

– Motor Insurance 

– Home Insurance 

– Other 

Other cost of sales 

4 Administrative and selling expenses 

Staff costs  

Marketing and fulfilment costs 

Lease rentals 

Auditors’ remuneration 

Other administrative costs 

Depreciation 

Loss on disposal of property, plant and equipment 

Amortisation of intangible assets 

Exceptional expenses  

a. Auditors’ remuneration 

Audit of the parent company and consolidated financial statements 

Audit of subsidiary financial statements 

Audit-related assurance services 

Other assurance services 

Corporate finance services 

Other non-audit services 

Total auditors’ remuneration 

2015
£’m

270.0

16.4

39.3

325.7

172.4

498.1

2015
£’m

143.3

4.5

31.5

179.3

25.3

204.6

2015
£’m

86.9

44.8

0.8

2.0

38.5

7.4

–

11.7

52.4

2014
£’m

310.9

16.4

41.7

369.0

173.6

542.6

2014
£’m

194.8

4.4

37.8

237.0

24.3

261.3

2014
£’m

82.3

43.9

1.0

1.2

27.7

6.8

1.6

10.7

6.4

244.5

181.6

2015
£’m

0.3

0.8

0.2

–

0.6

0.1

2.0

2014
£’m

–

0.8

–

0.2

0.1

0.1

1.2

Note 

8 

16 

14 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

4 Administrative and selling expenses continued 
b. Exceptional expenses 

Share-based payment costs  

Flotation and other costs 

Restructuring costs 

Acquisition of subsidiaries  

Other exceptional expenses 

Note 

32 

12 

2015 
£’m 

40.8 

9.2 

1.0 

0.3 

1.1 

52.4 

2014
£’m

–

–

5.6

–

0.8

6.4

Flotation and other costs comprise the cost of various bonuses paid to Directors and employees of the Group on the IPO date, 
and the costs of the IPO which have not been charged to the share premium account of £2.7m. 

Restructuring costs represents costs associated with restructuring and reorganising a number of Group operations and include 
staff-related costs such as redundancy and other termination costs, together with various professional fees for advice and 
processes associated with the restructuring. 

5 Investment income 

Investment income from Financial Services 

– Motor Insurance 

– Home Insurance 

– Other 

Elimination of intra-group property rental income 

Interest income from other segments 

6 Finance costs 

Interest and charges on debt and borrowings 

Exceptional debt and borrowings costs 

Net fair value loss on derivative financial instruments 

Net finance expense on retirement benefit schemes 

Unwinding of discount and effect of changes in discount rate on provisions 

7 Finance income 

Net fair value gain on derivative financial instruments  

Net finance income on retirement benefit schemes 

2015 
£’m 

15.6 

0.2 

1.5 

17.3 

(4.0) 

0.6 

13.9 

2015 
£’m 

22.5 

12.1 

– 

0.5 

– 

35.1 

2015 
£’m 

2.9 

– 

2.9 

2014
£’m

14.1

0.2

1.0

15.3

(3.9)

1.3

12.7

2014
£’m

–

–

10.4

–

0.2

10.6

2014
£’m

–

0.1

0.1

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Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
8 Directors and employees 

Amounts charged to the income statement for the year are as follows: 

Note 

Continuing operations 
Wages and salaries 

Social security costs 

Pension costs  

Discontinued operations  
Wages and salaries 

Social security costs 

Pension costs  

Total staff costs 

24 

24 

2015
£’m

91.2

7.9

6.6

105.7

211.7

12.9

0.4

225.0

330.7

Staff costs in respect of continuing operations have been allocated £18.8m (2014: £18.0m) to Cost of sales and £86.9m 
(2014: £82.3m) to Administrative and selling expenses. 

Average monthly number of employees 

Financial Services 

Travel 

Healthcare Services 

Media and Central Costs 

Continuing operations 

Employees attributable to discontinued operations 

Total staff numbers 

2015

2,043

2,160

39

618

4,860

15,235

20,095

2014
£’m

87.1

7.5

5.7

100.3

254.0

14.2

0.3

268.5

368.8

2014

2,113

2,423

37

651

5,224

16,807

22,031

The number of employees in the Travel segment includes 848 (2014: 1,218) crew who are employed indirectly via 
a manning agency. 

Directors’ remuneration 
The information required by the Companies Act 2006 and the Listing Rules of the Financial Conduct Authority is contained on 
pages 73 to 95 in the Directors’ Remuneration Report. 

Compensation of key management personnel of the Group 
Key management personnel are defined as those persons having authority and responsibility for planning, directing and 
controlling the activities of the Group and comprise the Directors of the Company and the Chief Executive Officers of the major 
businesses within the trading segments. 

The amounts recognised as an expense during the financial year in respect of key management personnel are as follows: 

Short-term benefits 

Share-based payments  

2015
£’m

6.9

17.8

24.7

2014
£’m

4.5

–

4.5

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Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

9 Tax 
The major components of the income tax expense are: 

Consolidated income statement 

Current income tax 
Current income tax charge 

Adjustments in respect of previous years 

Deferred tax 
Relating to origination and reversal of temporary differences 

Adjustments in respect of previous years 

Tax expense in the income statement 

Reconciliation of tax expense to profit before tax multiplied by the UK corporation tax rate: 

2015 
£’m 

29.9 

– 

29.9 

(2.0) 

(0.5) 

27.4 

2015 
£’m 

113.8 

24.2 

(0.5) 

0.3 

– 

3.4 

27.4 

2014
£’m

48.1

0.9

49.0

(5.6)

–

43.4

2014
£’m

171.3

39.7

0.9

2.9

0.9

(1.0)

43.4

Consolidated statement  
of financial position 

Consolidated income  
statement 

2015
£’m

6.5

(4.6)

8.1

7.3

0.1

17.4

2014 
£’m 

8.7 

(6.7) 

4.9 

5.2 

0.8 

12.9 

2015 
£’m 

(0.3) 

0.3 

(0.2) 

2.9 

(0.2) 

2.5 

2015 
£’m 

22.9 

(5.5) 

17.4 

2014
£’m

1.8

1.8

(1.6)

2.9

0.7

5.6

2014
£’m

19.9

(7.0)

12.9

Profit before tax 

Tax at rate of 21.3% (2014: 23.2%)  

Adjustments in respect of previous years 

Rate change adjustment on temporary differences 

Expenses not deductible for tax purposes: 

– Fair value adjustments  

– Other non-deductible expenses/non-taxed income 

Tax expense in the income statement 

Deferred tax: 

Excess of depreciation over capital allowances 

Intangible assets 

Retirement benefit scheme liabilities 

Short-term temporary differences 

Losses available for offsetting against future taxable income 

Deferred tax credit 

Net deferred tax assets 

Reflected in the statement of financial position as follows: 

Deferred tax assets  

Deferred tax liabilities 

Net deferred tax assets 

132

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Annual report and accounts 2015

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Reconciliation of net deferred tax assets: 

At 1 February 
Tax credit recognised in the income statement  

Tax credit recognised in other comprehensive income 

Deferred taxes acquired in business combinations 

Deferred tax charge attributable to discontinued operations 

Transferred to assets held for sale  

At 31 January 

Note 

35 

2015
£’m

12.9

2.5

6.8

(4.0)

0.5

(1.3)

17.4

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£’m

0.7

5.6

3.5

–

3.1

–

12.9

The Group offsets tax assets and liabilities if, and only if, it has a legally enforceable right to set off current tax assets and current 
tax liabilities and the deferred tax assets and deferred tax liabilities relate to income taxes levied by the same tax authority. 

A reduction in the UK corporation tax rate from 23% to 21% took effect on 1 April 2014, and a further reduction to 20% was 
enacted in the Finance Act 2013 to take effect from 1 April 2015. As a result, the closing deferred tax balances have been 
reflected at 20%. 

The Group has tax losses which arose in the UK of £4.9m (2014: £4.6m) that are available indefinitely for offsetting against 
future taxable profits of the companies in which the losses arose. 

Deferred tax assets have not been recognised in respect of these losses as they may not be used to offset taxable profits 
elsewhere in the Group, they have arisen in subsidiaries that have been loss-making for some time, and there are no other tax 
planning opportunities or other evidence of recoverability in the near future. If the Group were able to recognise all unrecognised 
deferred tax assets, the profit would increase by £1.0m.  

10 Dividends 
With the exception of the corporate restructuring dividends disclosed in note 30, no dividends were declared by the Company 
during the year ended 31 January 2015 (2014: nil). 

The Directors propose a final dividend for the year ended 31 January 2015 of 4.1p per share. This is subject to approval by 
shareholders at the Annual General Meeting on 23 June 2015 and would be paid on 30 June 2015. These financial statements 
do not reflect this dividend payable. 

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Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

11 Earnings per share 
Basic EPS is calculated by dividing the profit after tax for the year attributable to ordinary equity holders of the parent by the 
weighted average number of ordinary shares outstanding during the period. 

Diluted EPS is calculated by dividing the profit after tax attributable to ordinary equity holders of the parent by the weighted 
average number of ordinary shares outstanding during the year and which would be issued on conversion of all potential dilutive 
options into ordinary shares. 

The Group did not exist in its current form for the comparative period, therefore basic and diluted EPS have been calculated 
using the number of shares pre-admission to the London Stock Exchange as if they had always been in issue, in accordance 
with IAS 33. 

There have been no other transactions involving ordinary shares or potential ordinary shares between the reporting date and 
the date of authorisation of these financial statements. 

The calculation of basic and diluted EPS is as follows: 

Basic EPS 

(Loss)/profit attributable to ordinary equity holders of the parent (£’m)  

Profit from continuing operations (£’m) 

Weighted average number of ordinary shares (millions) 

Original shares 

297.3m shares issued on 29 May 2014 

0.5m share options exercised  

Weighted average number of ordinary shares outstanding (millions) 

Basic EPS  

Basic EPS for continuing operations 

Diluted EPS 

(Loss)/profit attributable to ordinary equity holders of the parent (£’m) 

Profit from continuing operations (£’m) 

Weighted average number of ordinary shares for basic EPS (millions) 

Effect of dilution: 

12.6m share options  

7.0m shares to be issued on 29 May 2015  

Weighted average number of ordinary shares adjusted for the effect of dilution (millions) 

Diluted EPS  

Diluted EPS for continuing operations 

Note 

32 

Note 

32 

29 

2015 

(134.2) 

86.4 

800.0 

202.0 

0.4 

1,002.4 

(13.4p) 

8.6p 

2015 

(134.2) 

86.4 

1,002.4 

8.6 

4.7 

1,015.7 

(13.4p) 

8.5p 

2014

108.5

127.9

800.0

–

–

800.0

13.6p

16.0p

2014

108.5

127.9

800.0

–

–

800.0

13.6p

16.0p

The diluted EPS for the year is not adjusted for the share options and shares to be issued as these are anti-dilutive. 

134

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Annual report and accounts 2015

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
The Group’s key earnings per share measure is Operating EPS. 

Operating EPS is presented to exclude items which are not considered to be part of the Group's operating performance. This is 
achieved by removing the impact of non-recurring exceptional items, and by measuring prior to net fair value gains and losses 
on derivatives not designated as hedges under IAS 39 as these movements arise and reverse across financial periods and are 
not representative of the actual effectiveness the Group's economic hedging activities. 

The following table provides a reconciliation of Operating earnings after tax from continuing operations and the calculated basic 
and diluted Operating EPS: 

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Profit before tax from continuing operations 

Adjusted for: 

Exceptional expenses  

Exceptional debt and borrowings costs  

Net fair value gains/(losses) on derivatives 

Operating earnings before tax from continuing operations 

Tax at effective rate 

Operating earnings after tax from continuing operations 

Post-tax Operating EPS (basic) 

Post-tax Operating EPS (diluted) 

Note 

4 

6 

2015
£’m

113.8

52.4

12.1

(2.9)

175.4

(36.9)

138.5

13.8p

13.6p

2014
£’m

171.3

6.4

–

10.4

188.1

(46.5)

141.6

17.7p

17.7p

The Group did not exist in its current form during the prior year. On 25 April 2014, the Group took on its own bank debt to 
replace that previously provided by the Group’s parent company via interest-free intercompany loans (see note 28), and on 
29 May 2014, the Group was listed on the London Stock Exchange (see note 28). 

Accordingly, in order to provide more comparable period-on-period understanding, a Pro forma Operating EPS has also been 
calculated which adjusts the current and prior year periods to allow like-for-like comparison: 

Pro forma Operating EPS 

Post-tax operating earnings from continuing operations 

Adjusted for: 

Pro forma interest charge 

Pro forma plc costs 

Underlying adjustments 

Tax on adjustments at effective rate of 21.3% (2014: 23.2%) 

Post-tax pro forma operating earnings from continuing operations 

Post-tax Pro forma Operating EPS (basic) 

Post-tax Pro forma Operating EPS (diluted) 

2015
£’m

138.5

(14.1)

(1.8)

–

3.4

126.0

12.6p

12.4p

2014
£’m

141.6

(61.3)

(4.5)

(3.4)

16.0

88.4

11.1p

11.1p

Pro forma adjustments have been made for interest charges and plc costs to allow comparison between the periods on a  
like-for-like basis. 

The interest charge is made to include a charge for the £1.25bn of debt which was provided to the Company via intercompany 
loans by an intermediate parent company up until 25 April 2014 (see note 28). Interest has been calculated using the rate 
specified in the Group’s Senior Facilities Agreement for a level of debt of £1.25bn. 

On 29 May 2014, the Group was listed on the London Stock Exchange and, as a consequence, started to incur additional costs 
associated with being a plc which it did not incur as a private company. These costs include the costs of additional senior staff, 
notably the new CEO, Non-Executive Directors and Investor Relations function, together with additional costs associated with 
the regulatory requirements. The plc costs charge is made to include a full year of these costs in both periods. 

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Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

12 Business combinations and acquisition of non-controlling interests 
a. Acquisitions during the year ended 31 January 2015 
i) Destinology Limited 
On 13 August 2014, the Group acquired a 75% shareholding in Destinology Limited, one of the UK’s leading online travel 
companies, which offers bespoke holidays at five-star hotels and resorts in major international destinations, including the 
Maldives, Dubai, the Caribbean, the Far East, the USA and Europe. Destinology fits well with the Group’s existing travel brands 
and demographic, enhancing our range of travel offers to customers. 

The Group has the option to acquire the remaining 25% shareholding in Destinology at a later date. Accordingly the subsequent 
purchase is considered to be a linked transaction and Destinology has been consolidated as a 100% subsidiary.  

The fair values of the identifiable assets and liabilities of Destinology Limited acquired on the date of acquisition were:  

Assets 
Brand 

Database of customers 

Software 

Property, plant and equipment 

Trade receivables 

Cash 

Total assets 

Liabilities 
Trade payables  

Deferred tax liability 

Total liabilities 

Total identifiable net assets at fair value 

Goodwill arising on acquisition 

Purchase consideration transferred 

The goodwill arising on acquisition of £13.0m represents the fair value arising from the acquired management structure, 
strategic knowledge, capability and other synergies arising on acquisition. 

Purchase consideration 

Cash settled on acquisition date 

Deferred for one year  

Contingent consideration in respect of remaining 25% shareholding 

Total consideration 

Fair value
£’m 

12.7

7.4

0.7

0.4

4.9

8.0

34.1

(13.9)

(4.0)

(17.9)

16.2

13.0

29.2

£’m

22.2

0.8

6.2

29.2

The initial acquisition cost for the 75% shareholding of £23.0m was settled using £22.2m of cash held by the Travel segment, 
with £0.8m deferred to be paid during the year ending 31 January 2016.  

The Group and the existing shareholders respectively hold call and put options over the remaining 25% of the shares. The 
price to be paid for the remaining 25% is dependent upon the profitability of the Destinology business at certain future dates 
(specifically one year, and two years from the acquisition date). The contingent consideration of £6.2m in respect of the 
remaining 25% has been valued based upon a probability-weighted range of outcomes and is classified as Level 3 in the fair 
value hierarchy. 

Transaction costs of £0.3m have been expensed and are included as part of the exceptional expenses within administrative 
and selling expenses (see note 4). 

Analysis of cash flows on acquisition: 

Initial cash consideration 

Net cash acquired 

Transaction costs of the acquisition (included in operating cash flows) 

Net cash flow on acquisition 

£’m

(22.2)

8.0

(14.2)

(0.3)

(14.5)

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Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
i) Destinology Limited continued 
From the date of acquisition, Destinology Limited contributed £26.2m of revenue and £0.9m to the Group profit before tax for 
the year ended 31 January 2015. Had these acquisitions occurred at the beginning of the financial year, contribution to Group 
revenue and profit before income tax for the full year would have been £56.5m and £1.7m respectively. 

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ii) Nestor Healthcare Group Limited 
Cash consideration of £0.1m was paid during the year ended 31 January 2015 in relation to Nestor Healthcare Group 
as part of the deferred consideration on this acquisition. As at 31 January 2015, £0.2m of the deferred consideration 
remains outstanding.  

b. Acquisitions during the year ended 31 January 2014 
There were no acquisitions in the year ended 31 January 2014.  

Cash consideration of £0.7m was paid during the year ended 31 January 2014 in relation to Nestor Healthcare Group 
as part of the deferred consideration on this acquisition. As at 31 January 2014, £0.3m of the deferred consideration 
remained outstanding. 

13 Goodwill 
Goodwill represents that arising via the pooling of interest method detailed in note 2.1, and goodwill acquired through business 
combinations. Goodwill has been allocated to CGUs on initial recognition and for subsequent impairment testing, and is 
allocated to the Financial Services and Travel segments. Goodwill relating to the discontinued element of the Healthcare 
Services segment has been transferred to assets held for sale. 

Cost  
At 1 February 2013 

Fair value adjustment  

At 31 January 2014 
Additions through business combinations  

Reclassification to assets held for sale  

At 31 January 2015 

Impairment 
At 1 February 2013 

Impairment 

At 31 January 2014 
Impairment 

Reclassification to assets held for sale  

At 31 January 2015 

Net book value  

At 31 January 2015 

At 31 January 2014 

Goodwill deductible for tax purposes amounts to £22.2m (2014: £22.2m). 

Note

12

35

35

Goodwill
£’m

1,636.3

(0.1)

1,636.2

13.0

(177.8)

1,471.4

–

–

–

–

–

–

1,471.4

1,636.2

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

Note

Contracts
£’m

Brands
£’m

Customer 
Relationships 
£’m 

Software 
£’m 

81.1

–

–

81.1

–

–

(81.1)

–

35.5

13.6

3.7

–

52.8

9.6

(62.4)

–

–

28.3

1.4

–

–

1.4

–

12.7

–

14.1

0.3

0.2

–

–

0.5

0.8

–

1.3

12.8

0.9

19.1 

– 

– 

19.1 

– 

7.4 

(19.1) 

7.4 

18.7 

0.4 

– 

– 

19.1 

1.4 

(19.1) 

1.4 

6.0 

– 

50.9 

8.2 

(0.4) 

58.7 

8.6 

0.7 

(6.7) 

61.3 

29.5 

11.4 

– 

(0.4) 

40.5 

10.3 

(5.5) 

45.3 

16.0 

18.2 

Total
£’m

152.5

8.2

(0.4)

160.3

8.6

20.8

(106.9)

82.8

84.0

25.6

3.7

(0.4)

112.9

22.1

(87.0)

48.0

34.8

47.4

14 Intangible fixed assets 

Cost  
At 1 February 2013 

Additions 

Disposals  

At 31 January 2014 
Additions 

Acquisitions through business combinations 

Reclassification to assets held for sale  

35

At 31 January 2015 

Amortisation and impairment 
At 1 February 2013 

Amortisation 

Impairment 

Disposals 

At 31 January 2014 
Amortisation 

Reclassification to assets held for sale  

35

At 31 January 2015 

Net book value  

At 31 January 2015 

At 31 January 2014 

Intangible assets detailed as Contracts, Brands and Customer Relationships at 31 January 2014 represent assets identified at 
the time of acquisition of various subsidiaries within the Healthcare Services segment. These intangible assets relating to the 
Allied Healthcare business to be disposed of have been transferred to assets held for sale as the disposal group has met the 
criteria set out in IFRS 5 (see note 35). 

Brands and Customer Relationships assets have been acquired during the year through the business combination relating 
to Destinology Limited (see note 12). These assets have been reviewed for indicators of impairment at 31 January 2015 
(see note 15). 

The amortisation charge for the year is analysed as follows: 

Administrative and selling expenses 

Discontinued operations: 

Amortisation charge for the year 

Impairment of intangible fixed assets 

Note 

4 

35 

35 

2015 
£’m 

11.7 

10.4 

– 

22.1 

2014
£’m

10.7

14.9

3.7

29.3

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15 Impairment of intangible assets 
a. Goodwill 
Goodwill acquired through business combinations has been allocated to CGUs on initial recognition and subsequently for 
impairment testing. Additions to goodwill during the year relating to Destinology Limited have been disclosed as a separate 
CGU relating to the new subsidiary only. The carrying value of goodwill by CGU is as follows: 

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Travel 

Travel – Destinology 

Healthcare – reclassified as held for sale 

2015
£’m

2014
£’m

1,398.6

1,398.6

59.8

13.0

–

1,471.4

59.8

–

177.8

1,636.2

The Group has tested the goodwill in respect of the Financial Services and Travel CGUs (including the acquired Destinology 
business) for impairment at 31 January 2015. The impairment test compares the recoverable amount of the goodwill of each 
CGU to its carrying value. The goodwill associated with the Destinology business has been considered separately but as this 
business becomes more integrated into the overall Travel business, it is likely to be necessary to consider this as part of the 
overall Travel CGU. 

The recoverable amount of each CGU has been determined based on a value-in-use calculation using cash flow projections 
from the Group’s five year plan through to the year ending 31 January 2020. Terminal values have been included using 3% 
as the expected long-term average growth rate of the UK economy, and calculated using the Gordon growth model. 

The pre-tax cash flows of each CGU have been discounted considering the weighted average cost of capital of a market 
participant capable of acquiring a similar business. For the Financial Services CGU, this pre-tax discount rate has been 
assessed to be 8.8%, and for the Travel and Destinology CGUs, it has been assessed to be 12.4%.  

The value-in-use calculation is most sensitive to the assumptions used for growth and for the discount rate. Accordingly, stress 
testing has been performed on these key assumptions as part of the impairment test to determine whether any reasonably 
foreseeable change in any of the key assumptions would cause the recoverable amount of the CGU to be lower than its 
carrying amount. 

To undertake the stress testing, terminal values were separately recalculated using 1.5% growth and nil growth, and the 
relevant discount rate was separately increased by 3%. No evidence of any impairment was seen under any of these stress 
test scenarios. Consequently, no impairment of the goodwill relating to the Financial Services and two Travel CGUs has 
been recognised.  

As detailed in note 35, the Group has decided to divest the Allied Healthcare business; accordingly, the goodwill which 
arose on the acquisition of this business has been reclassified as held for sale and considered as part of the realisable 
value of this business. 

b. Other intangible assets 
Separately identifiable intangible assets are valued and their appropriate useful lives established at the time of acquisition. 
The carrying values of these assets and their remaining useful lives are reviewed annually for indicators of impairment. 

The Group has performed a review for indicators of impairment at 31 January 2015 and concluded that no indicators of 
impairment exist at that date. 

As at 31 January 2014, the assessed recoverable amount of acquired contracts was lower than the carrying amount, 
and consequently an impairment of £3.7m was recognised.  

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

16 Property, plant and equipment 

Freehold Land & 
Buildings
£’m

Long Leasehold 
Land & Buildings
£’m 

Note

Cruise Ships 
£’m 

Plant & 
Equipment 
£’m 

Cost or valuation 
At 1 February 2013 

Additions  

Disposals 

At 31 January 2014 
Additions  

Disposals 

Acquired with subsidiaries 

Reclassification to assets held for sale 

35

At 31 January 2015 

Depreciation and impairment 
At 1 February 2013 

Provided during the year 

Disposals 

At 31 January 2014 
Provided during the year 

Disposals 

Reclassification to assets held for sale 

35

At 31 January 2015 

Net book value  

At 31 January 2015 

At 31 January 2014 

49.5

9.4

(0.5)

58.4

–

(0.2)

–

–

58.2

6.9

0.7

–

7.6

1.1

–

–

8.7

49.5

50.8

7.4

–

–

7.4

–

–

0.2

–

7.6

1.2

0.1

–

1.3

0.2

–

–

1.5

6.1

6.1

115.1 

5.9 

(40.7) 

80.3 

5.2 

– 

– 

– 

85.5 

33.3 

14.8 

(30.1) 

18.0 

7.5 

– 

– 

25.5 

60.0 

62.3 

Total
£’m

231.2

20.0

(49.1)

202.1

19.4

(6.2)

0.4

(16.6)

199.1

72.0

28.3

(38.0)

62.3

20.1

(6.0)

(10.5)

65.9

59.2 

4.7 

(7.9) 

56.0 

14.2 

(6.0) 

0.2 

(16.6) 

47.8 

30.6 

12.7 

(7.9) 

35.4 

11.3 

(6.0) 

(10.5) 

30.2 

17.6 

133.2

20.6 

139.8

The net book value of Plant and equipment includes £0.2m (2014: £0.4m) in respect of Plant and machinery held under finance 
lease agreements. The accumulated depreciation on these assets is £0.3m (2014: £2.9m). 

The depreciation charge for the year is analysed as follows: 

Cost of sales 

Administrative and selling expenses 

Discontinued operations 

Note 

4 

35 

2015 
£’m 

9.9 

7.4 

17.3 

2.8 

20.1 

2014
£’m

18.9

6.8

25.7

2.6

28.3

During the year, the Group disposed of assets with a net book value of £0.2m (2014: £11.1m). The profits and losses arising on 
disposal were £nil (2014: £1.6m loss) and are all included within Administrative and selling expenses. 

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Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
17 Financial assets and financial liabilities 
a. Financial assets 

Fair value through profit or loss 
Foreign exchange forward contracts 

Loan funds 

Hedge funds 

Equities 

Fair value through the hedging reserve 
Foreign exchange forward contracts 

Loans and receivables 
Deposits with financial institutions  

Amounts owed by parent undertaking 

Amounts owed by related undertakings 

Available for sale investments 
Debt securities  

Money market funds  

Total financial assets 

Current 

Non-current 

2015
£’m

1.5

19.6

33.8

8.7

63.6

4.1

4.1

479.4

–

–

479.4

71.9

40.6

112.5

2014
£’m

–

13.0

13.1

–

26.1

–

–

465.8

1,030.7

0.4

1,496.9

51.2

107.5

158.7

659.6

1,681.7

234.4

425.2

659.6

1,600.6

81.1

1,681.7

Available for sale investments and deposits with financial institutions relate to monies held by the Group’s insurance business 
and are subject to regulatory restrictions and are not readily available to be used for other purposes within the Group.  

Whilst fixed/floating interest securities investments could be realised at short notice, it is anticipated that they will be held 
until maturity.  

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

17 Financial assets and financial liabilities continued 
b. Financial liabilities 

Fair value through profit or loss 
Foreign exchange forward contracts 

Fuel oil swaps 

Fair value through the hedging reserve 
Foreign exchange forward contracts 

Fuel oil swaps 

Loans and borrowings 
Bank loans 

Obligations under finance leases and hire purchase  

Bank overdrafts 

Amounts owed to parent undertaking 

Amounts owed to related undertakings 

Total financial liabilities 

Current 

Non-current 

2015 
£’m 

2.1 

4.5 

6.6 

4.6 

2.5 

7.1 

692.2 

– 

5.8 

– 

– 

2014
£’m

7.2

0.9

8.1

–

–

–

–

0.6

5.2

1,779.9

4.6

698.0 

1,790.3

711.7 

1,798.4

21.1 

690.6 

711.7 

1,797.5

0.9

1,798.4

c. Fair values 
Financial instruments held at fair value are valued using quoted market prices or other valuation techniques.  

Valuation techniques include net present value and discounted cash flow models, and comparison to similar instruments for 
which market observable prices exist. Assumptions and market observable inputs used in valuation techniques include foreign 
currency exchange rates and future oil prices.  

The objective of using valuation techniques is to arrive at a fair value determination that reflects the price of the financial 
instrument at the reporting date which would have been determined by market participants acting at arm’s length.  

Observable prices are those that have been seen either from counterparties or from market pricing sources including 
Bloomberg. The use of these depends upon the liquidity of the relevant market. 

The fair value and carrying value of financial assets and financial liabilities are materially the same. Financial instruments held 
at fair value have been categorised into a fair value measurement hierarchy as follows: 

i) Level 1 
These are valuation techniques that are based entirely on quoted market prices in an actively traded market and are the most 
reliable. All money market funds and debt securities are categorised as Level 1 as the fair value is obtained directly from the 
quoted market price. 

ii) Level 2 
These are valuation techniques for which all significant inputs are taken from observable market data. These include valuation 
models used to calculate the present value of expected future cash flows and may be employed either when no active market 
exists or when there are quoted prices available for similar instruments in active markets. The models incorporate various inputs 
including the credit quality of counterparties, interest rate curves and forward rate curves of the underlying instrument.  

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ii) Level 2 continued 
All the derivative financial instruments are categorised as Level 2 as the fair values are obtained from the counterparty, brokers 
or valued using observable inputs. Where material, CVA/DVA risk adjustment is factored into the fair values of these instruments. 
As at 31 January 2015, the marked-to-market values of derivative assets are net of a credit valuation adjustment attributable to 
derivative counterparty default risk. 

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The fair values are periodically reviewed by the Treasury Committee. 

iii) Level 3 
These are valuation techniques for which any one or more significant inputs are not based on observable market data. 

The following tables provide the quantitative fair value hierarchy of the Group’s financial assets and financial liabilities: 

At 31 January 2015 

Financial assets measured at fair value 
Foreign exchange forward contract 

Loan funds 

Hedge funds 

Equities 

Available for sale financial assets 

Debt securities  

Money market funds 

Financial liabilities measured at fair value 
Contingent consideration 

Derivative financial liabilities 

Foreign exchange forward contracts 

Fuel oil swaps 

Assets for which fair values are disclosed 
Loans and receivables 

Deposits with financial institutions  

Liabilities for which fair values are disclosed 
Loans and borrowings 

Bank loans 

Bank overdrafts 

Fair value measurement using 

Quoted prices in 
active markets
(Level 1)
£’m

Significant 
observable inputs 
(Level 2) 
£’m 

Note

Significant 
unobservable 
inputs
(Level 3)
£’m

12

–

–

–

8.7

71.9

–

–

–

–

–

–

–

5.6 

19.6 

33.8 

– 

– 

40.6 

– 

6.7 

7.0 

479.4 

692.2 

5.8 

–

–

–

–

–

–

6.2

–

–

–

–

–

Total
£’m

5.6

19.6

33.8

8.7

71.9

40.6

6.2

6.7

7.0

479.4

692.2

5.8

There have been no transfers between Level 1 and Level 2 and no non-recurring fair value measurements of assets and liabilities 
during the year.  

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

17 Financial assets and financial liabilities continued 
At 31 January 2014 

Financial assets measured at fair value 
Loan funds 

Hedge funds 

Available for sale financial assets 

Debt securities  

Money market funds 

Financial liabilities measured at fair value 
Derivative financial liabilities 

Foreign exchange forward contracts 

Fuel oil swaps 

Assets for which fair values are disclosed 
Loans and receivables 

Deposits with financial institutions  

Amounts owed by parent undertaking  

Amounts owed by related undertakings 

Liabilities for which fair values are disclosed 
Loans and borrowings 

Obligations under finance leases and hire purchase contracts  

Bank overdrafts 

Amounts owed to parent undertaking  

Amounts owed to related undertaking 

Fair value measurement using 

Quoted prices in 
active markets
(Level 1)
£’m

Significant 
observable inputs 
(Level 2) 
£’m 

Significant 
unobservable 
inputs 
(Level 3) 
£’m 

–

–

51.2

–

–

–

–

–

–

–

–

–

–

13.0 

13.1 

– 

107.5 

7.2 

0.9 

465.8 

1,030.7 

0.4 

0.6 

5.2 

1,779.9 

4.6 

– 

– 

– 

– 

– 

– 

– 

– 

– 

– 

– 

– 

– 

Total
£’m

13.0

13.1

51.2

107.5

7.2

0.9

465.8

1,030.7

0.4

0.6

5.2

1,779.9

4.6

There were no transfers between Level 1 and Level 2 and no non-recurring fair value measurements of assets and liabilities 
during the year ended 31 January 2014. 

d. Cash flow hedges 
i) Forward currency risk 
During the year ended 31 January 2015, the Group designated 226 foreign exchange forward currency contracts as hedges 
of highly probable foreign currency cash expenses in future periods. These contracts are entered into to minimise the Group’s 
exposure to foreign exchange risk. 

The table below summarises the foreign currency cash flow hedging instruments in place as at 31 January 2015:  

Foreign currency cash flow hedging instruments 
Euro (EUR) 

US dollar (USD) 

Other currencies 

Total 

Designated in year  
ended 31 Jan 2015 

All current cash flow hedges 
 Fair value 

Volume

£’m 

Volume 

63

50

113

226

(4.2) 

4.0 

(0.3) 

(0.5) 

63 

50 

113 

226 

£’m

(4.2)

4.0

(0.3)

(0.5)

Hedging instruments for other currencies are in respect of Australian dollars, Canadian dollars, Swiss francs, Japanese yen, 
New Zealand dollars, Norwegian krone, Swedish krona, Thai baht and South African rand.  

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The table below summarises the present value of the highly probable forecast foreign currency cash flows that have been 
designated in a hedging relationship as at 31 January 2015. These cash flows are expected to become determined in profit 
or loss in the same period in which the cash flows occur. 

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Determination period 

1 February 2015 to 31 July 2015 

1 August 2015 to 31 January 2016 

1 February 2016 to 31 July 2016 

1 August 2016 to 31 January 2017 

Total 

EUR
£’m

19.2

25.8

15.0

1.9

61.9

USD 
£’m 

Other currencies
£’m

9.9 

25.9 

13.7 

2.0 

51.5 

3.4

5.3

3.2

1.1

13.0

Total
£’m

32.5

57.0

31.9

5.0

126.4

During the year, the Group recognised £4.1m of gains and £4.6m of losses on forward currency cash flow hedging instruments 
through other comprehensive income into the hedging reserve. The Group recognised a £0.4m loss though the income 
statement in respect of the ineffective portion of hedges measured during the period. 

There has been no de-designation of hedges during the year ended 31 January 2015 as a result of foreign currency cash flows 
forecast that are no longer expected to occur, or as a result of failed ineffectiveness testing. No amounts have been removed 
from the hedging reserve to be included in either profit or loss or in the carrying value of non-financial assets and liabilities. 

ii) Commodity price risk 
The Group uses derivative financial instruments to mitigate the risk of adverse changes in the price of fuel oil used by its cruise 
ships. The Group enters into fixed price contracts (swaps) in the management of its fuel oil price exposures. All fuel oil hedges 
are designated as cash flow hedges. 

These contracts are entered into to reduce the volatility attributable to fluctuations in the price of fuel oil. Hedging the price 
volatility of forecast fuel purchases is in accordance with the risk management strategy outlined by the Board of Directors.  

The table below summarises the commodity cash flow hedging instruments in place as at 31 January 2015:  

Commodity cash flow hedging instruments 

Designated in year  
ended 31 Jan 2015 

All current cash flow hedges 
 Fair value 

Volume

36

£’m 

(2.5) 

Volume

36

£’m

(2.5)

The table below summarises the present value of the highly probable forecast fuel oil purchase cash flows that have been 
designated in a hedging relationship as at 31 January 2015. These cash flows are expected to become determined in profit 
or loss in the same period in which the cash flows occur. 

Determination period 

1 February 2015 to 31 July 2015 

1 August 2015 to 31 January 2016 

1 February 2016 to 31 July 2016 

1 August 2016 to 31 January 2017 

Total 

Total
£’m

0.8

1.5

0.4

–

2.7

During the period, the Group recognised £2.5m of losses on commodity cash flow hedging instruments through other 
comprehensive income into the hedging reserve. The Group recognised a £10,000 loss though the income statement 
in respect of the ineffective portion of hedges measured during the period. 

There has been no de-designation of hedges during the year ended 31 January 2015 as a result of commodity cash flows 
forecast that are no longer expected to occur, or as a result of failed ineffectiveness testing. No amounts have been removed 
from the hedging reserve to be included in either profit or loss or in the carrying value of non-financial assets and liabilities. 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

18 Financial risk management objectives and policies 
The Group’s principal financial liabilities comprise loans and borrowings and trade and other payables. The main purpose of 
these financial liabilities is to finance the Group’s operations and to provide guarantees to support its operations. The Group’s 
principal financial assets include debt securities, deposits with financial institutions, money market funds, loan funds and hedge 
funds. The Group also enters into derivative transactions such as foreign exchange forward contracts, fuel and gas oil swaps 
and interest rate swaps to manage its exposures to various risks. 

The Group is exposed to market risk, credit risk, liquidity risk, insurance risk and operational risk. The Group’s senior 
management oversees the management of these risks, supported by the Group Treasury function and Treasury Committees 
within the key areas of the Group that advise on financial risks and the appropriate financial risk governance framework for the 
Group. The Treasury Committees ensure that the Group’s financial risks are governed by appropriate policies and procedures 
and that financial risks are identified, measured and managed in accordance with the Group’s policies and risk objectives. All 
derivative activities are for risk management purposes and are carried out by the Group’s Treasury function. It is the Group’s 
policy that no trading in derivatives for speculative purposes may be undertaken. 

The Group manages concentration risk through a policy of diversification that is outlined in the Group Treasury Policy and 
approved by the Board. The policy defines the exposure limit to third party institutions based on the credit ratings of the 
individual counterparties, combined with the views of the Board. On a monthly basis, exposure to each counterparty is 
calculated and reported, and compliance with the policy is monitored. 

The Board of Directors reviews and agrees policies for managing each of these risks, which are summarised below. 

a. Market risk 
Market risk is the risk that the fair value of future cash flows of a financial instrument will fluctuate because of changes in market 
prices. The Group is exposed to the following market risk factors: 

‒  Foreign currency risk 
‒  Commodity price risk 
‒  Interest rate risk 

The Group has policies and limits approved by the Board for managing the market risk exposure. These set out the principles 
that the business should adhere to for managing market risk and establishing the maximum limits the Group is willing to accept 
considering strategy, risk appetite and capital resources.  

The Group has the ability to monitor market risk exposure on a daily basis and has established limits for each component 
of market risk.  

The Group uses derivatives for hedging its exposure to foreign currency, fuel oil prices and interest rate risks. The market risk 
policy explicitly prohibits the use of derivatives for speculative purposes. 

i) Foreign currency risk 
Foreign currency risk is the risk that the fair value of future cash flows of a financial asset or liability will fluctuate because of 
changes in foreign exchange rates. The Group’s exposure to the risk of changes in foreign exchange rates relates primarily to 
the Group’s operating activities (when revenue or expense is denominated in a different currency from the Group’s presentation 
currency) and the Group’s net investments in foreign subsidiaries.  

The Group uses foreign exchange forward contracts to manage the majority of its transaction exposures. The foreign exchange 
forward contracts are not formally designated as hedging instruments and are entered into for periods consistent with the 
foreign currency exposure of the underlying transactions, generally from one to 24 months. The foreign exchange forward 
contracts vary with the level of expected foreign currency sales and purchases. 

The following table demonstrates the sensitivity of the fair value of forward exchange contracts to a 5% change in US dollar and 
Euro exchange rates, with all other variables held constant. The Group’s exposure to foreign currency changes for all other 
currencies is not material. The impact is shown net of tax at the current rate.  

2015 

2014 

Sensitivity of 
+/- 5% rate change in 

Effect on profit
 after tax and equity

EUR 

USD 

EUR 

USD 

+/- £3.7m

+/- £3.7m

+/- £3.0m

+/- £2.5m

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Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
ii) Commodity price risk 
The Group is affected by the price volatility of certain commodities. Its operating activities require the ongoing purchase of fuel 
and gas oil to sail its cruise ships and therefore requires a continuous supply of fuel and gas oil. The volatility in the price of fuel 
and gas oil has led to the decision to enter into commodity fuel and gas oil swap contracts. These contracts are expected to 
reduce the volatility attributable to price fluctuations, and managing the price volatility of forecast oil purchases is in accordance 
with the risk management strategy outlined by the Board of Directors.  

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The Group manages the purchase price using forward commodity purchase contracts based on a maximum 24 month forecast 
of the required fuel oil supply.  

The following table shows the sensitivity of the fair value of fuel oil swaps to changes in the US dollar exchange rate with all other 
variables held constant. The impact is shown net of tax at the current rate. 

£’000 

2015 

2014 

Sensitivity of  
+/- 5% rate change in 

USD 

USD 

Effect on profit
 after tax and equity

+/- £0.8m

+/- £0.8m

iii) Interest rate risk 
Interest rate risk arises primarily from medium-term and long-term investments in fixed interest securities. The market value 
of these investments is affected by the movement in interest rates. This is managed by a policy of holding all investments to 
maturity by closely matching asset and liability duration. 

It is also ensured that the investment portfolio has a diversified range of investments such that there is a combination of fixed 
and floating rate securities, as well as other types of investments such as RPI linked securities. 

Interest rate risk also arises in respect of the Group’s borrowings where the interest rate attaching to those borrowings is not 
fixed. Where the Group perceives there to be a significant interest rate risk, it manages its exposure to such risks by purchasing 
interest rate caps to limit the risk. At 31 January 2015, interest caps are in place to cover a nominal value of interest payable of 
£510m, up to June 2016. 

The following table shows the sensitivity of financial assets and liabilities to changes in the LIBOR rate. The impact is shown net 
of tax at the current rate. 

£’000 

2015 

2014 

Sensitivity of  
+/- 0.25% rate change in 

LIBOR 

LIBOR 

Effect on profit
 after tax and equity

+/- £0.7m

+/- £0.8m

b. Credit risk 
Credit risk is the risk that a counterparty will not meet its obligations under a financial instrument or customer contract, leading 
to a financial loss. The Group is exposed to credit risk in relation to its financial assets, outstanding derivatives and trade and 
other receivables. The Group assesses its counterparty exposure in relation to the investment of surplus cash, fuel oil and 
foreign currency contracts, and undrawn credit facilities. The Group primarily uses published credit ratings to assess 
counterparty strength and therefore to define the credit limit for each counterparty in accordance with approved 
Treasury policies. 

The credit risk in respect of trade and other receivables is limited as payment from customers is generally required before 
services are provided, with the exception of the Healthcare Services products.  

Credit risk in relation to deposits and derivative counterparties is managed by the Group’s Treasury function in accordance with 
the Group’s policy. Investments of surplus funds are made only with approved counterparties and within credit limits assigned to 
each counterparty. Counterparty credit limits are reviewed on a regular basis, and updated throughout the year subject to 
approval of the Group Board. The limits are set to minimise the concentration of risks and therefore mitigate financial loss 
through any potential counterparty failure.  

The Group is exposed to the risk of default by on the reinsurance arrangements in its insurance business when amounts 
recoverable under those arrangements become due. Credit risk in respect of reinsurance arrangements is assessed at the time 
of entering into a reinsurance contract. The Group's reinsurance programme is only placed with reinsurers which meet the 
Group's financial strength criteria, with no single reinsurer holding more than a 20% of the programme. 

Saga plc
Annual report and accounts 2015

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

18 Financial risk management objectives and policies continued 
 b. Credit risk continued  
The Group’s maximum exposure to credit risk for financial assets and trade and other receivables at 31 January 2015 and 
31 January 2014 is the carrying amount in the statement of financial position. The Group’s maximum exposure for financial 
guarantees and financial derivative instruments is noted under liquidity risk. 

Ratings analysis 
31 January 2015 
£’m 

Debt securities 

Money market funds 

Deposits with financial institutions 

Derivative assets 

Loan funds 

Hedge funds 

Equities 

Reinsurance assets 

Total 

31 January 2014 
£’m 

Debt securities 

Money market funds 

Deposits with financial institutions 

Loan funds 

Hedge funds 

Reinsurance assets 

Total 

AAA

71.9

40.6

30.0

–

–

–

–

142.5

–

142.5

AAA

51.2

107.5

29.0

–

–

187.7

–

187.7

AA

–

–

180.3

–

–

–

–

180.3

33.0

213.3

AA

–

–

A 

– 

– 

213.6 

5.6 

– 

– 

– 

219.2 

29.5 

248.7 

A 

– 

– 

120.0

310.3 

–

–

120.0

32.0

152.0

– 

– 

310.3 

29.7 

340.0 

Unrated 

– 

– 

55.5 

– 

19.6 

33.8 

8.7 

117.6 

0.9 

118.5 

Unrated 

– 

– 

6.5 

13.0 

13.1 

32.6 

0.8 

33.4 

Total

71.9

40.6

479.4

5.6

19.6

33.8

8.7

659.6

63.4

723.0

Total

51.2

107.5

465.8

13.0

13.1

650.6

62.5

713.1

c. Liquidity risk 
Liquidity risk is the risk that the Group, although solvent, either does not have available sufficient financial resources to enable it 
to meet its obligations as they fall due, or can secure them only at excessive cost. The Group’s approach to managing liquidity 
risk is to evaluate current and expected liquidity requirements to ensure that it maintains sufficient reserves of cash and 
headroom on its revolving credit facility. The Group manages its obligations to pay claims to policyholders as they fall due 
by matching the maturity of investments to the expected maturity of claims payments. 

The table below analyses the maturity of the Group’s financial liabilities on contractual undiscounted payments. The analysis 
of non-derivative financial liabilities is based on the remaining period at the reporting date to the contractual maturity date. 
The analysis of claims outstanding is based on the expected dates on which the claims will be settled.  

31 January 2015 
£’m 

Loans and borrowings  

Interest on loans and borrowings 

Insurance contract liabilities 

Contingent consideration  

Other liabilities 

Trade and other payables 

Derivative liabilities 

On demand Less than 1 year

1-2 years

2-5 years 

over 5 years 

5.8

3.4

–

–

135.2

158.7

–

303.1

–

18.1

187.5

6.2

–

–

12.0

223.8

–

22.0

186.7

–

–

–

1.7

210.4

700.0 

53.4 

236.2 

– 

– 

– 

– 

– 

– 

125.7 

– 

– 

– 

– 

Total

705.8

96.9

736.1

6.2

135.2

158.7

13.7

989.6 

125.7 

1,852.6

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31 January 2014 
£’m 

Loans and borrowings  

Insurance contract liabilities 

Contingent consideration  

Other liabilities 

Trade and other payables 

Derivative liabilities 

On demand Less than 1 year

1-2 years

2-5 years 

over 5 years

1,788.3

–

–

122.4

164.9

–

2,075.6

0.5

135.4

–

–

–

7.3

143.2

1.5

152.7

–

–

–

0.8

155.0

– 

294.6 

–

161.7

– 

– 

– 

– 

–

–

–

–

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Total

1,790.3

744.4

–

122.4

164.9

8.1

294.6 

161.7

2,830.1

d. Insurance risk 
Insurance risk arises from the inherent uncertainties as to the occurrence, cost and timing of insured events that could lead 
to significant individual or aggregated claims in terms of quantity or value. This could be for a number of reasons, including 
weather-related events, large individual claims, changes in claimant behaviour patterns such as increased levels of fraudulent 
activities, the use of PPOs, prospective or retrospective legislative changes, unresponsive and inaccurate pricing or reserving 
methodologies and the deterioration in the Group’s ability to effectively and efficiently handle claims while delivering excellent 
customer service.  

The Group manages insurance risk within its risk management framework as set out by the Board. The key policies and 
processes of mitigating these risks have been implemented, which include underwriting partnership arrangements, reinsurance 
and excess of loss contracts, pricing policies and claims management, and administration policies. 

i) Underwriting and pricing risk 
The Group primarily underwrites motor insurance for private cars in the UK. The book consists of a large number of individual 
risks which are widely spread geographically which helps to minimise concentration risk. The Group has controls in place to 
restrict access to its products to only those risks it wishes to underwrite. 

The Group has management information to allow it to monitor underwriting performance on a continuous basis and the ability to 
make pricing and underwriting changes quickly. The Group undertakes detailed statistical analyses of underwriting experience 
for each rating factor and combinations of rating factors to enable it to adjust pricing for emerging trends. 

ii) Reserving risk 
Reserving risk is the risk that insufficient funds have been set aside to settle claims as they fall due. The Group undertakes 
regular internal actuarial reviews and commissions external actuarial reviews at least once a year. These reviews estimate 
the future liabilities in order to consider the adequacy of the provisions. 

Claims which are subject to PPOs are a significant source of uncertainty in the claims reserves. Cash flow projections are 
undertaken for PPO claims to estimate the gross and net of reinsurance provisions required. For PPOs, the provisions are 
discounted for future investment returns. 

An important source of uncertainty is the risk of future legislative changes affecting bodily injury awards including the ongoing 
Ministry of Justice review of the discount rate. 

iii) Reinsurance 
The Group purchases reinsurance to reduce the impact of individual large losses or accumulations from a single catastrophe 
event. The Group purchases individual excess of loss protections for the motor portfolio to limit the impact of a single large 
claim. Similar protections are in place for all years for which the Group has written motor business. The Group has quota share 
reinsurance in place for third-party branded motor business for drivers aged under 50. 

Reinsurance recoveries on individual excess of loss protections can take many years to collect, particularly if a claim is subject to 
a PPO. This means that the Group has exposure to reinsurance credit risk for many years. Reinsurers are therefore required to 
have strong credit ratings and their financial health is regularly monitored. 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

18 Financial risk management objectives and policies continued 
iv) Sensitivities 
The following table demonstrates the impact on profit and loss and equity of a 1 percentage point variation in the recorded loss 
ratio at 31 January 2015 and 31 January 2014. The impact of a 1% change in claims outstanding is also shown at the same 
dates. The impact is shown net of reinsurance and tax at the current rate. 

Impact of 1 percentage point change in loss ratio  

Impact of 1% change in claims outstanding 

Impact of a 0.25 percentage point change in discount rate for PPOs 

2015 

+/- £2.6m 

+/- £3.9m 

+/- £9.0m 

2014

+/- £2.8m

+/- £3.9m

+/- £9.0m

e. Operational risk 
Effective operational risk management requires the Group to identify, assess, manage, monitor, report and mitigate all areas 
of exposure. The Group operates across a range of segments and operational risk is inherent in all of the Group’s products 
and services, arising from the operation of assets, from external events and dependencies, and from internal processes 
and systems. 

The Group manages its operational risk through the risk management framework agreed by the Board, and through the use of 
risk management tools which together ensure that operational risks are identified, managed and mitigated to the level accepted, 
and that contingency processes and disaster recovery plans are in place. Regular reporting is undertaken to segment boards 
and includes details of new and emerging risks, as well as monitoring of existing risks. Testing of contingency processes and 
disaster recovery plans is undertaken to ensure the effectiveness of these processes. 

All of the Group’s operations are dependent on the proper functioning of its IT and communication systems; on its properties 
and other infrastructure assets; on the need to adequately maintain and protect customer and employee data and other 
information; and on the ability of the Group to attract and retain staff. Specific areas of operational risk by segment include: 

i) Financial Services 
The Financial Services segment is required to comply with various operational regulatory requirements primarily in the UK but 
also within Gibraltar for its underwriting business. To the extent that significant external events could increase the incidence 
of claims, these would place additional strain on the claims handling function but any financial impact of such an event is 
considered to be an insurance risk. 

ii) Travel 
The Travel segment operates two cruise ships which are the Group’s largest trading assets. Risk to the operation of these cruise 
ships arises from the impact of mechanical or other malfunction, non-compliance with regulatory requirements, and from global 
weather and socio-economic events. The tour holidays operated by the segment are also affected by global weather and socio-
economic events which impact either the Group directly or its suppliers. 

iii) Healthcare Services 
The Healthcare Services segment provides a range of domiciliary and non-domiciliary, medical and non-medical services to a 
range of customers, clients and other end-users. Risk to the operation of these services arises mainly from the availability of 
appropriately skilled staff to deliver the level and standard of care required by the end-user, and from the clinical oversight of 
the delivery of these services. 

The Healthcare Services business which serves local authorities, Allied Healthcare, is being divested which will, in due course, 
reduce the Group’s exposure to risk in this segment. 

19 Interests in unconsolidated structured entities 
A structured entity is one which has been designed so that voting or similar rights are not the dominant factor in deciding who 
controls the entity, such as when any voting rights relate to the administrative tasks only and the relevant activities are directed 
by means of contractual agreements. The Group has interests in unconsolidated structured entities as described below: 

‒  Investment funds in the form of hedge funds  
‒  Investment funds in the form of bank loan funds 
‒  Investment funds in the form of money market funds 

The nature and purpose of the hedge and bank loan funds is to diversify the assets held within the investment portfolio and 
enhance the overall yield, whilst maintaining an acceptable level of risk for the portfolio as a whole. 

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Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
The nature and purpose of the money market funds is to provide maximum security and liquidity for the funds invested whilst 
also providing an adequate return. 

The primary activity of the hedge funds is to invest in a wide range of securities and markets, and the funds may take a variety 
of positions in these markets. Bank loan funds invest in secured loans to companies rated below investment grade. 

The money market funds used by the Group are all members of the International Money Market Funds Association and are 
therefore required to maintain specified liquidity and diversification characteristics on their underlying portfolios which comprise 
investment grade investments in financial institutions. 

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The Group invests in unconsolidated structured entities as part of its investment activities. The Group does not sponsor any 
of the unconsolidated structured entities.  

As at 31 January 2015, the Group’s total interest in unconsolidated structured entities was £94.0m analysed as follows: 

Loan funds 

Hedge funds 

Money market funds 

Carrying value 
£’m 

Interest income
£’m

Fair value gains
£’m

19.6 

33.8 

40.6 

–

–

–

–

–

–

These investments are typically managed under insurance risk management as described in note 18. The Group’s maximum 
exposure to loss on the interests presented above is the carrying amount of the Group’s investments. No further loss can be 
made by the Group in relation to these investments. For this reason, the total assets of the entities are not considered 
meaningful for the purposes of understanding the related risks and have not been presented. 

20 Inventories 

Raw materials 

Finished goods 

21 Trade and other receivables 

Trade receivables 

Other receivables 

Prepayments 

Deferred acquisition costs 

Other taxes and social security costs 

The ageing of trade receivables is as follows: 

2015
£’m

0.9

4.4

5.3

2015
£’m

127.7

8.7

15.8

9.3

2.2

163.7

2014
£’m

1.0

3.8

4.8

2014
£’m

160.2

30.7

13.8

8.7

3.0

216.4

2015 
2014 

Past due but not impaired 

Neither past due 
nor impaired
£’m

116.7
135.1

Total 
£’m 

127.7 
160.2 

< 30 days
£’m

30-60 days
£’m

61-90 days 
£’m 

91-120 days
£’m

> 120 days
£’m

3.8
7.1

1.5
2.9

1.0 
1.8 

0.8
1.6

3.9
11.7

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

21 Trade and other receivables continued 
As at 31 January 2015, impairment provisions totalling £9.0m (2014: £9.0m) were made against trade receivables with an initial 
value of £136.7m (2014: £169.2m). The movements in the provision for impairment of receivables are as follows: 

At 1 February 2013 

Charge for the year  

Unused amounts reversed  

At 31 January 2014 

Charge for the year  

Utilised in the year 

Unused amounts reversed 

Reclassification to assets held for sale 

At 31 January 2015 

Individually 
impaired 
£’m 

Collectively 
impaired 
£’m 

1.2 

0.4 

(0.9) 

0.7 

0.2 

– 

– 

0.9 

(0.6) 

0.3 

9.1 

7.0 

(7.8) 

8.3 

8.0 

(0.9) 

(6.7) 

8.7 

– 

8.7 

Total
£’m

10.3

7.4

(8.7)

9.0

8.2

(0.9)

(6.7)

9.6

(0.6)

9.0

See note 18 on credit risk of trade receivables, which explains how the Group manages and measures credit quality of trade 
receivables that are neither past due nor impaired. 

22 Cash and cash equivalents 

Cash at bank and in hand 

Short-term deposits 

Cash and short-term deposits 
Money market funds 

Bank overdraft 

Cash held by disposal group  

Cash and cash equivalents in the cash flow statement 

Note 

35 

2015 
£’m 

66.5 

132.3 

198.8 

40.6 

(5.8) 

4.3 

237.9 

2014
£’m

52.4

98.9

151.3

107.5

(5.2)

–

253.6

Included within cash and short-term deposits are amounts held by the Group’s Travel and Insurance businesses which are 
subject to contractual or regulatory restrictions. These amounts held are not readily available to be used for other purposes 
within the Group and total £85.2m (2014: £66.8m). 

Cash at bank earns interest at floating rates based on daily bank deposit rates. Short-term deposits are made for varying 
periods of between one day and three months, depending on the immediate cash requirements of the Group, and earn interest 
at the respective short-term deposit rates. 

23 Trade and other payables 

Trade payables 

Other taxes and social security costs 

Other payables 

Accruals 

All trade and other payables are current in nature. 

2015 
£’m 

84.8 

9.2 

24.5 

40.2 

2014
£’m

92.1

12.3

16.3

44.2

158.7 

164.9

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24 Retirement benefit schemes 
The Group operates retirement benefits for the employees of the Group consisting of defined contribution plans and defined 
benefit plans. 

a. Defined contribution plans 
There are a number of defined contribution schemes in the Group. The total charge for the year in respect of the employers’ 
contributions for defined contribution schemes was £1.3m (2014: £0.9m). Employees’ contributions amounted to £1.3m 
(2014: £0.9m). 

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The assets of these schemes are held separately from those of the Group in funds under the control of Trustees. 

b. Defined benefit plans 
The Group operates three funded defined benefit schemes. Two of these schemes, the Nestor Healthcare Group Retirement 
Benefits Scheme and the Healthcall Group Limited Pension Scheme (‘Nestor schemes’), provide benefits based on final salary 
and are closed to new members. The Saga Pension Scheme (‘Saga scheme’) is open to new members who accrue benefits 
on a career average salary basis. The assets of all schemes are held separately from those of the Group in independently 
administered funds.  

These plans are governed by the employment laws of the UK, which require final salary payments to be adjusted for the 
consumer price index once in payment during retirement. The level of benefits provided depends on the member’s length 
of service and salary at retirement age. The defined benefit pension plan requires contributions to be made to a separately 
administered fund. The fund is governed by the Board of Trustees, which consists of an equal number of employer and 
employee representatives. The Board of Trustees is responsible for the administration of the plan assets and for the definition 
of the investment strategy. 

The long-term investment objectives of the Trustees and the Group are to limit the risk of the assets failing to meet the liabilities 
of the schemes over the long term, and to maximise returns consistent with an acceptable level of risk so as to control the long-
term costs of the schemes. To meet those objectives, each scheme’s assets are invested in different categories of assets, with 
different maturities designed to match liabilities as they fall due. The investment strategy will continue to evolve over time and is 
expected to match to the liability profile increasingly closely. The pension liability is exposed to inflation rate risks and changes 
in the life expectancy for pensioners. As the plan assets include investments in quoted equities, the Group is exposed to equity 
market risk.  

The fair value of the assets and present value of the obligations of the defined benefit schemes are as follows: 

At 31 January 2015 

Fair value of scheme assets  

Present value of defined benefit obligation  

Defined benefit scheme liability 
Reclassification to assets held for sale  

At 31 January 2014 

Fair value of scheme assets  

Present value of defined benefit obligation  

Defined benefit scheme liability  

Note

Saga scheme 
£’m 

Nestor schemes
£’m

212.3 

(252.7) 

(40.4) 
– 

(40.4) 

54.0

(68.7)

(14.7)

14.7

–

35

Saga scheme 
£’m 

Nestor schemes
£’m

171.2 

(186.1) 

(14.9) 

48.3

(57.7)

(9.4)

Total
£’m

266.3

(321.4)

(55.1)
14.7

(40.4)

Total
£’m

219.5

(243.8)

(24.3)

The valuations used have been based on a full assessment of the liabilities of the schemes. The present values of the defined 
benefit obligation, the related current service cost and any past service costs have been measured using the projected unit 
credit method. 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

24 Retirement benefit schemes continued 
The following table summarises the components of the net benefit expense recognised in the income statement and amounts 
recognised in the statement of financial position for the schemes for the year ended 31 January 2015: 

1 February 2014 

Pension cost charge to  
income statement 

Service cost 

Net interest 

Included in income statement 

Benefits paid 

Return on plan assets  
(excluding amounts included  
in net interest expense) 

Actuarial changes arising from changes 
in demographic assumptions 

Actuarial changes arising from changes 
in financial assumptions 

Experience adjustments 

Included in other 
comprehensive income 

Contributions by employer 

31 January 2015 

Saga scheme 

Nestor schemes 

Total

Fair value of 
scheme assets 
£’m 

Defined benefit 
obligation
£’m

Defined benefit 
scheme liability
£’m

Fair value of 
scheme assets
£’m

Defined benefit 
obligation 
£’m 

Defined benefit 
scheme liability 
£’m 

Defined benefit 
scheme liability
£’m

171.2 

(186.1)

(14.9)

48.3

(57.7) 

(9.4) 

(24.3)

– 

7.6 

7.6 

(3.3) 

29.7 

– 

– 

– 

(5.6)

(8.1)

(13.7)

3.3

–

(0.4)

(47.0)

(8.7)

26.4 

7.1 

212.3 

(52.8)

(0.1)

(252.7)

(5.6)

(0.5)

(6.1)

–

29.7

(0.4)

(47.0)

(8.7)

(26.4)

7.0

(40.4)

–

2.1

2.1

(2.8)

(0.1) 

(2.4) 

(2.5) 

2.8 

(0.1) 

(0.3) 

(0.4) 

– 

(5.7)

(0.8)

(6.5)

–

2.9

– 

2.9 

32.6

–

–

–

0.1

3.5

54.0

(0.9) 

(0.9) 

(1.3)

(10.4) 

– 

(8.5) 

– 

(68.7) 

(10.4) 

– 

(8.4) 

3.5 

(14.7) 

(57.4)

(8.7)

(34.8)

10.5

(55.1)

The following table summarises the components of the net benefit expense recognised in the income statement and amounts 
recognised in the statement of financial position for the schemes for the year ended 31 January 2014: 

1 February 2013 

Pension cost charge to  
income statement 
Service cost 

Net interest 

Included in income statement 

Benefits paid 

Return on plan assets 
(excluding amounts included 
in net interest expense) 

Actuarial changes arising from changes 
in demographic assumptions 

Actuarial changes arising from changes 
in financial assumptions 

Experience adjustments 

Included in other 
comprehensive income 

Contributions by employer 

31 January 2014 

Saga scheme 

Nestor schemes 

Total

Fair value of 
scheme assets 
£’m 

Defined benefit 
obligation
£’m

Defined benefit 
scheme liability
£’m

Fair value of 
scheme assets
£’m

Defined benefit 
obligation 
£’m 

Defined benefit 
scheme liability 
£’m 

Defined benefit 
scheme liability
£’m

160.8 

(160.8)

–

44.2

(56.8) 

(12.6) 

(12.6)

– 

7.6 

7.6 

(2.9) 

(1.2) 

– 

– 

– 

(5.0)

(7.5)

(12.5)

2.9

–

(6.0)

(9.6)

–

(4.1) 

6.9 

171.2 

(12.7)

(0.1)

(186.1)

(5.0)

0.1

(4.9)

–

(1.2)

(6.0)

(9.6)

–

(16.8)

6.8

(14.9)

–

2.1

2.1

(1.7)

0.3

–

–

–

(1.4)

3.4

48.3

(0.1) 

(2.6) 

(2.7) 

1.7 

– 

– 

(2.8) 

2.9 

1.8 

– 

(57.7) 

(0.1) 

(0.5) 

(0.6) 

– 

0.3 

– 

(2.8) 

2.9 

0.4 

3.4 

(9.4) 

(5.1)

(0.4)

(5.5)

–

(0.9)

(6.0)

(12.4)

2.9

(16.4)

10.2

(24.3)

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Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
The major categories of plan assets are as follows: 

At 31 January 2015 

Equities 

Government bonds 

Corporate bonds 

Property 

Insurance policies 

Cash and other 

Total 

At 31 January 2014 

Equities 

Government bonds 

Corporate bonds 

Property 

Insurance policies 

Cash and other 

Total 

Saga scheme 
£’m 

Nestor schemes
£’m

62.7 

86.6 

30.4 

20.2 

– 

12.4 

212.3 

26.9

–

23.7

–

3.2

0.2

54.0

Saga scheme 
£’m 

Nestor schemes
£’m

48.9 

63.0 

23.3 

17.1 

– 

18.9 

171.2 

24.7

–

20.3

–

3.0

0.3

48.3

Total
£’m

89.6

86.6

54.1

20.2

3.2

12.6

266.3

Total
£’m

73.6

63.0

43.6

17.1

3.0

19.2

219.5

Equities, Government bonds and Corporate bonds are all quoted in active markets whilst Property and Insurance policies 
are not. 

The principal assumptions used in determining pension benefit obligations for both the Saga scheme and the Nestor schemes 
are shown below: 

Real rate of increase in salaries 

Real rate of increase of pensions in payment 

Real rate of increase of pensions in deferment 

Discount rate – Pensioner 

Discount rate – Non Pensioner 

Inflation – Pensioner 

Inflation – Non Pensioner 

2015

0%

0%

0%

2.9%

3.2%

2.6%

2.9%

2014

0%

0%

0%

4.1%

4.5%

3.2%

3.4%

Mortality assumptions are set using standard tables based on scheme-specific experience where available. Each scheme’s 
mortality assumptions are based on standard mortality tables which allow for future mortality improvements. The Saga scheme 
assumption is that a member currently aged 65 will live on average for a further 26.1 years if they are male. The Nestor scheme 
assumption is that an active male retiring in normal health currently aged 65 will live on average for a further 23.6 years. 

A quantitative sensitivity analysis for significant assumptions as at 31 January 2015 and their impact on the net defined benefit 
obligation is as follows: 

Assumptions 

Sensitivity 

Impact £’m 

Discount rate 

Future inflation 

Life expectancy 

+ 0.25% 

(17.8) 

- 0.25%

19.1

+ 0.25%

11.8

- 0.25%

(12.3)

+/- 1 year 

+/- 10.2 

Future salary

+/- 0.25%

+/- 0.0

Note: a negative impact represents an increase in the net defined benefit liability. 

The above sensitivity analysis is based on a change in an assumption while holding all other assumptions constant. When 
calculating the sensitivity of the defined benefit obligation to significant actuarial assumptions the same method has been 
applied as when calculating the pension liability recognised within the statement of financial position. 

Saga plc
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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

24 Retirement benefit schemes continued 
For the Saga scheme, the expected contribution to the plan for the next year is £8.8m and the average duration of the defined 
benefit plan obligation at the end of the reporting period is 22 years. For the Nestor schemes, the expected contribution to the 
plan for the next year is £3.5m and the average duration of the defined benefit plan obligation at the end of the reporting period 
is 18 years.  

Formal actuarial valuations take place every three years for each scheme. The assumptions adopted for actuarial valuations are 
determined by the Trustee and are agreed with the Group and are normally more prudent than the assumptions adopted for 
IAS 19 purposes, which are best estimate. Where a funding deficit is identified, the Group and the Trustee may agree a deficit 
recovery plan.  

The latest valuations of the three schemes were at 31 January 2014 for the Saga scheme, 5 April 2012 for the Nestor 
Healthcare Group Retirement Benefits Scheme, and 31 October 2012 for the Healthcall Group Limited Pension Scheme. 
Further to these valuations, recovery plans are in place for all three schemes.  

Under the agreed recovery plans, the Group made additional payments totalling £3.4m during the year ended 31 January 2015 
to the Nestor schemes, and will make payments totalling a further £19.2m over the next six years, with the last payment being 
made by 5 April 2020. On the Saga scheme, the Group will make payments totalling £20.0m over the next ten years, with the 
last payment being made by 28 February 2024. Total additional payments of £5.2m will be made during the year ending 
31 January 2016. These amounts are included in the expected contributions of £8.8m and £3.5m. 

25 Insurance contract liabilities and reinsurance assets 
The analysis of gross and net insurance liabilities is as follows: 

Gross 
Claims outstanding 

Provision for unearned premiums 

Total gross insurance liabilities 

Recoverable from reinsurers 
Claims outstanding 

Provision for unearned reinsurance premiums 

Total reinsurers’ share of insurance liabilities 

Net 
Claims outstanding 

Provision for unearned premiums 

Total net insurance liabilities 

2015 
£’m 

552.4 

152.3 

704.7 

2015 
£’m 

60.2 

3.2 

63.4 

2015 
£’m 

492.2 

149.1 

641.3 

2014
£’m

566.9

161.4

728.3

2014
£’m

58.3

4.2

62.5

2014
£’m

508.6

157.2

665.8

156

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Annual report and accounts 2015

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
Reconciliation of movements in claims outstanding 

Gross claims outstanding at 1 February 

Less: reinsurance claims outstanding  

Net claims outstanding at 1 February 

Gross claims incurred 

Less: reinsurance recoveries 

Net claims incurred 

Gross claims paid 

Less: received from reinsurance 

Net claims paid  

Gross claims outstanding at 31 January 

Less: reinsurance claims outstanding  

Net claims outstanding at 31 January 

Note 

3b 

Reconciliation of movements in the provision for net unearned premiums 

Note 

Gross unearned premiums at 1 February 

Less: unearned reinsurance premiums  

Net unearned premiums at 1 February 

Gross premiums written  

Less: outward reinsurance premium  

Net premiums written 

Gross premiums earned  

Less reinsurance premium earned  

Net premiums earned  

Gross unearned premiums at 31 January 

Less: unearned reinsurance premiums  

Net unearned premiums at 31 January 

3a 

2015
£’m

566.9

(58.3)

508.6

182.9

(3.6)

179.3

(197.4)

1.7

(195.7)

552.4

(60.2)

492.2

2015
£’m

161.4

(4.2)

157.2

324.2

(6.6)

317.6

(333.3)

7.6

(325.7)

152.3

(3.2)

149.1

2014
£’m

542.4

(41.8)

500.6

254.7

(17.7)

237.0

(230.2)

1.2

(229.0)

566.9

(58.3)

508.6

2014
£’m

178.9

(2.5)

176.4

358.2

(8.4)

349.8

(375.7)

6.7

(369.0)

161.4

(4.2)

157.2

The total loss on purchasing reinsurance recognised during the year was £4.0m (2014: £11.0m profit). 

a. Discounting 
Claims outstanding provisions are calculated on an undiscounted basis, with the exception of PPOs made by the courts as part 
of a bodily injury claim settlement. Claims outstanding provisions for PPOs are discounted at a rate of -1.5% (2014: -1.5%) 
representing the Group’s view on long-term carer wage inflation less the expected return on holding the invested financial assets 
associated with these claims. 

The value of claims outstanding before discounting was £736.1m (2014: £744.4m) gross of reinsurance and £599.1m 
(2014: £605.8m) net of reinsurance.  

The period between the balance sheet date and the estimated final payment date was calculated using Ogden life expectancy 
tables, with appropriate adjustments where necessary for impaired life. The average life expectancy from PPO settlement date to 
the final PPO payment was 47 years (2014: 50 years) and the rate of investment return used to determine the discounted value 
of claims provisions was 2.0% (2014: 2.0%).  

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

25 Insurance contract liabilities and reinsurance assets continued  
b. Analysis of net claims incurred: claims development tables 
The following table details the Group’s initial estimate of ultimate net claims incurred over the past six years and the re-estimation 
at subsequent year ends. The table details incurred claims (net of reinsurance recoveries) on an accident year basis. 

Financial Year ended 31 January 

2010 
£’m 

2011 
£’m 

2012
£’m

2013
£’m

2014
£’m

2015
£’m

Total 
£’m 

Claims
Paid

Claims 
Outstanding

Accident Year 

2009 and earlier 

2010 

2011 

2012 

2013 

2014 

2015 

(5.5) 

202.1  

– 

–  

266.0  

(9.2)

(4.3)

(2.8)

302.3 

Claims handling costs 

196.6  

9.0  

205.6  

266.0  

10.1  

276.1  

286.0 

15.6 

301.6 

(11.0)

(4.0)

(5.2)

(25.6)

315.4 

269.6 

17.4 

287.0 

(1.2)

(5.5)

(4.6)

(31.1)

(14.6)

276.8 

219.8 

17.2 

237.0 

(3.2)

(3.1)

(13.3)

(0.6)

(22.9)

(14.7)

219.1 

161.3 

18.0 

179.3 

185.2  

240.1  

245.0  

277.9  

262.1  

219.1  

–

(163.8)

(195.6)

(184.4)

(187.8)

(150.8)

(105.0)

39.9

21.4

44.5

60.6

90.1

111.3

114.1

481.9

10.3

492.2

The development of the associated loss ratios on the same basis is as follows: 

Financial Year ended 31 January 

2010 

2011 

2012

2013

2014

2015

73% 

73% 

78% 

72%

78%

76%

70%

76%

70%

75%

68%

75%

62%

72%

75%

67%

71%

62%

66%

71%

67%

Accident Year 

2010 

2011 

2012 

2013 

2014 

2015 

26 Provisions 

At 1 February 2013 

Utilised during the year 

Released unutilised during the year 

Unwinding of discount rate  

Charge for the year 

At 31 January 2014 
Utilised during the year 

Released unutilised during the year 

Unwinding of discount rate  

Charge for the year 

Reclassification to assets held for sale  

35

At 31 January 2015 

Current 

Non-current 

At 31 January 2015 

Current 

Non-current 

At 31 January 2014 

Note

Property
Leases
£’m
3.6

Property 
Dilapidations 
£’m 

1.9 

(0.3) 

– 

– 

0.4 

2.0 

(0.5) 

– 

– 

0.6 

2.1 

(2.1) 

– 

– 

– 

– 

0.6 

1.4 

2.0 

Other 
£’m 

3.8 

(1.3) 

– 

– 

2.5 

5.0 

(1.3) 

(0.3) 

– 

2.6 

6.0 

(0.1) 

5.9 

4.8 

1.1 

5.9 

4.2 

0.8 

5.0 

Total
£’m

9.3

(2.9)

(0.2)

0.1

2.9

9.2

(2.9)

(0.5)

–

3.2

9.0

(3.1)

5.9

4.8

1.1

5.9

5.5

3.7

9.2

(1.3)

(0.2)

0.1

–

2.2

(1.1)

(0.2)

–

–

0.9

(0.9)

–

–

–

–

0.7

1.5

2.2

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Annual report and accounts 2015

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
The provisions in respect of property leases and dilapidations relate to the Group’s Healthcare Services business and represent 
future lease costs of vacant properties, net of expected sub-letting income, together with future costs anticipated to be incurred 
on these properties at the end of each lease. Further to the decision to divest this business, the provisions have been included 
as part of the liabilities of the disposal group (see note 35). 

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Other provisions primarily comprise claims in respect of clinical incidents, provisions for the return of insurance commission in 
respect of policies cancelled mid-term after the reporting date, credit hire claims handling provision, and fleet insurance at the 
estimated cost of settling all outstanding incidents at the reporting date. These items are reviewed and updated annually.  

27 Other liabilities 

Advance receipts 

Deferred revenue 

Other liabilities 

Current 

Non-current 

2015
£’m

122.3

7.0

–

129.3

129.3

–

129.3

2014
£’m

99.3

9.8

4.1

113.2

108.8

4.4

113.2

Advance receipts comprises amounts received within the Travel segment for holidays and cruises with departure dates after the 
reporting date, and insurance premiums and sales revenues received in the Financial Services segment in respect of insurance 
policies which commence after the reporting date.  

Deferred revenue represents the unearned elements of revenue relating to the Media and Central Costs segment. The amount 
comprises subscriptions for magazines to be delivered after the reporting date and revenue for advertising to be included after 
the reporting date. 

28 Loans and borrowings 

Bank loans, maturing 2019 

Accrued interest payable 

Less: deferred issue costs 

2015
£’m

700.0

3.4

703.4

(11.2)

692.2

2014
£’m

–

–

–

–

–

On 17 April 2014, the Group entered into a Senior Facilities Agreement in order to provide appropriate debt finance and to 
ensure the availability of sufficient liquidity reserves for the Group going forward. Prior to this, these facilities had been provided 
to the Group via its parent undertaking. 

The amounts available to the Group under the Senior Facilities Agreement included (i) a term loan facility of £825.0m maturing in 
2019 (‘Facility A’), (ii) a term loan facility of £425.0m maturing in 2020 (‘Facility B’) and (iii) a multicurrency revolving credit facility 
of £150.0m.  

On 25 April 2014, the Group drew £825.0m under Facility A and £425.0m under Facility B. At the end of May 2014, following 
the receipt of £550.0m from the Group’s flotation, Facility B was repaid in full and £125.0m of Facility A was repaid, leaving the 
outstanding principal on the Group’s borrowings at £700.0m. 

Further to the repayment of £550.0m, interest on the debt is incurred at a variable rate of LIBOR plus 2.25%. To protect the 
Group from significant increases in interest rates, interest rate caps which cap LIBOR at 3.0% are in place to cover £510.0m 
of the debt through to June 2016. 

During the period the Group charged £34.6m to the income statement in respect of fees and interest associated with the 
Senior Facilities Agreement. 

Saga plc
Annual report and accounts 2015

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29 Called up share capital 

Allotted, called up and fully paid 

On incorporation – 5 December 2013 

Issue of shares – 4 March 2014 

Bonus issue allotment – 1 May 2014 

Sub-division of shares – 1 May 2014 

Sub-division of shares – 1 May 2014 

Issue of share capital on flotation 

As at 31 January 2015 

Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

 Ordinary shares
 Number 

Nominal value 
£  

Nominal value 
£ 

1

2

7,999,997

8,000,000

(8,000,000)

800,000,000

310,705,405

1,110,705,405

1.00 

1.00 

1.00 

1.00 

1.00 

 –  

 –  

 –  

 –  

0.01 

0.01 

0.01 

Value
£’m

–

–

8.0

8.0

(8.0)

8.0

3.1

11.1

On incorporation on 5 December 2013, the Group issued a single share with a nominal value of £1 to its parent, increasing this 
to 8,000,000 shares on 1 May 2014 via the issue of two shares on 4 March 2014, and a bonus issue on 1 May 2014. Following 
the bonus issue, the issued share capital was sub-divided into 800,000,000 ordinary shares of £0.01 each. 

On 29 May 2014, Saga plc was admitted to the London Stock Exchange, and issued 297,297,297 shares, raising £550m of 
funds which were utilised to repay part of the Group’s bank debt (see note 28). The share premium arising on this transaction 
was £547.0m. 

On the same date, the Group issued 13,408,108 shares into the associated Employee Benefit Trust predominantly in respect of 
the share options issued to certain Directors and employees on the same date (see note 32). 

a. Bonus issue – free shares 
As part of the IPO, an offer was made to customers and employees of the Group under which they would receive one free share 
for every 20 shares purchased in the Initial Public Offering and held continuously for a period of one year following flotation. 
At 29 April 2015, shareholders owning a total of 138.5m shares still qualify for this offer and on this basis, a bonus issue of 
approximately 7 million shares will be made on or around 29 May 2015. 

b. Employee Benefit Trust 
The Employee Benefit Trust purchased 13,408,108 shares at their nominal value of £134,000 during the year. There were no 
associated transaction costs. 

During the year, employees exercised options over 539,320 of these shares which were transferred from the Employee Benefit 
Trust into the direct ownership of the employee. The remaining 12,868,788 shares have been treated as treasury shares at 
31 January 2015. 

30 Corporate restructuring 
In preparation for the listing of the Group on the London Stock Exchange, a corporate restructuring took place to establish the 
Group in its current legal form, and to settle outstanding balances between the Group and its parent undertaking.  

Prior to entering into the new Senior Facilities Agreement (see note 28), the Group’s existing debt facilities were provided by 
Acromas Mid Co Limited, an intermediate parent company, and distributed to the Group via intercompany loans.  

Dividend distributions totalling £2,063.0m were made in order to facilitate the repayment of Acromas Mid Co Limited’s 
borrowings following the draw-down of the new Group facilities on 25 April 2014, and to eliminate other intercompany liabilities. 
The amount of £2,063.0m comprises £1,269.5m paid to Acromas Bid Co Limited by Saga plc and £793.5m paid to Acromas 
Bid Co Limited by Saga Mid Co Limited and which has been included in accordance with the basis of preparation (see note 2.1). 

Finally, the Group used part of its distributable reserves to release its parent undertakings from the remaining balance due to it. 
Following these transactions, the amounts owed by and to parent undertakings were reduced to £nil. 

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31 Capital management 
The Group’s objectives when managing capital are to safeguard the Group’s ability to continue as a going concern in order to 
provide returns for shareholders and benefits for other stakeholders and to maintain an optimal capital structure to reduce the 
cost of capital.  

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For the purposes of the Group’s capital management, capital includes issued capital, share premium and all other capital 
reserves attributable to the equity holders of the parent. It also includes capital, share premium and all other capital reserves 
of any subsidiaries within the Group which are required to comply with any specific requirements in respect of its capital or 
other resources. 

The Group operates in a number of regulated markets. Its Financial Services businesses are regulated primarily by the Financial 
Services Commission (‘FSC’) in Gibraltar and by the Financial Conduct Authority (‘FCA’) in the UK; and the capital requirements 
of its Travel businesses are regulated by the Civil Aviation Authority in the UK. It is the Group’s policy to comply with the 
requirements of these regulators in respect of capital adequacy or other similar tests at all times. 

No changes were made to the objectives, policies or processes for managing capital during the years ended 31 January 2015 
or 31 January 2014, other than those driven from changes to the requirements of the various regulators. 

The Group’s regulated underwriting business is based in Gibraltar and regulated by the FSC. The underwriting business is 
required to comply with various tests to ensure that it has a sufficient level of capitalisation. The FSC requires the underwriting 
business to hold solvency capital of at least twice the required minimum margin (‘RMM’), and current levels are approximately 
277% of the RMM. The Group monitors its compliance with this and other tests on a monthly basis including forward-looking 
compliance using budgets and forecasts. 

The Group’s underwriting business will be required to comply with the European Union’s Solvency II Directive for insurance 
companies when it comes into force. Solvency II is a fundamental review of the capital adequacy regime for the European 
insurance industry which establishes a revised set of capital requirements and risk management standards with the aim of 
increasing protection for policyholders. The new regime applies to all insurance companies with gross premium income 
exceeding €5m or gross technical provisions in excess of €25m, and is expected to be effective from January 2016. The 
Group has been monitoring its ability to comply with the requirements of Solvency II when it comes into force and current 
calculations indicate comfortable margins using both the standard formula and the business’s internal model. 

The Group’s regulated insurance distribution businesses are based in the UK and regulated by the FCA. Due to the nature of 
these businesses, the capital requirements are less significant than the underwriting business but the Group is required to 
comply with the Adequate Resources requirements of Threshold Condition 4 of the FCA Handbook. The Group undertakes a 
rigorous assessment against the requirements of this Condition on an annual basis and, as a consequence of this, calculates 
and holds an appropriate amount of capital in respect of these businesses. 

The regulated Travel businesses are required to comply with two main tests covering liquidity and leverage. The Group monitors 
its compliance with these tests on a monthly basis including forward-looking compliance using budgets and forecasts, and is 
required to comply with agreed covenants on the last day of each quarter in respect of these tests. 

The Group treats all cash and other financial assets held within its regulated businesses as restricted and not therefore available 
to be used by the Group for any purposes outside of those of the relevant restricted business. The Group enters into regular 
open communication with its regulators and any distribution of capital from those businesses to the Group is agreed in advance. 

32 Share-based payments 
During the year, the Group has granted a number of different equity-based awards to employees and customers which it has 
determined to be share-based payments:

a. Share options granted at the time of the IPO 
These share options were granted to certain Directors and employees at the time of the IPO in recognition for their service 
leading up to Saga plc’s listing on the London Stock Exchange. Options over 13,132,410 shares of Saga plc were issued 
with no exercise price and have no service or performance vesting conditions. 

The fair value of these options is calculated as the fair value of the shares at the date of the grant. There are no cash 
settlement alternatives. 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

32 Share-based payments continued 
b. Share options granted to the Group Chief Executive Officer at the time of the IPO 
Share options over 2,162,162 shares of Saga plc were issued to the Group Chief Executive Officer on 29 May 2014. Vesting 
occurs 25% on the third anniversary of the IPO, 25% on the fourth anniversary of the IPO and 50% on the fifth anniversary of 
the IPO. The Group Chief Executive Officer must remain in the employment of Saga plc during this time in order for the share 
options to vest. 

This award will be equity settled and has no cash alternative. The exercise price of the share options is £1.85. 

c. Free shares offer granted to customers and employees at the time of the IPO 
Under the offer made in the prospectus for the IPO, eligible customers and employees who acquired their shares under the 
customer or employee offers will receive one free share for every 20 shares they acquired at the IPO and hold continuously for 
one year to 29 May 2015. 

As these are free shares, there is no exercise price and there is also no cash alternative settlement. The fair value of the potential 
free shares is equal to the fair value at the Admission date. 

d. Long-Term Incentive Plan (‘LTIP’) 
The LTIP is a discretionary executive share plan. Under the LTIP, the Board may, within certain limits and subject to applicable 
performance conditions, grant options over shares in Saga plc. These options have a non-market vesting condition (50%) and 
a market vesting condition (50%). The fair value of the options has been calculated using a Black-Scholes valuation. 

During the year, share options over 4,015,508 shares were issued to certain Directors and employees on 30 June 2014 and on 
2 December 2014, both of which vest and become exercisable on the third anniversary of the grant date and are 50% linked to 
EPS performance and 50% linked to TSR performance. 

The expense recognised for share-based payments during the year is shown in the following table: 

Expense arising from equity-settled share-based payment transactions 

Expense arising from cash-settled share-based payment transactions 

Total expense arising from share-based payment transactions 

2015
£’m

41.8

–

41.8

The table below summarises the movements in the number of share options outstanding for the Group and their weighted 
average exercise price: 

Outstanding at 1 February 2014 

Granted during the year 

Forfeited during the year 

Exercised during the year 

Outstanding at 31 January 2015 

IPO Options

CEO Options 

 – 

 –  

LTIP 

 –  

Total

 – 

 13,132,410 

2,162,162  

 4,015,508  

19,310,080 

–

(539,320) 

– 

– 

(130,642) 

– 

(130,642) 

 (539,320) 

12,593,090 

2,162,162  

3,884,866  

18,640,118 

Exercise price 

 £nil 

 £1.85  

£nil  

 £0.62 

Exercisable at 31 January 2015 

12,593,090 

–  

–  

12,593,090 

Average remaining contractual life 

9.3 years

3.6 years 

2.4 years 

7.2 years

Average fair value at grant 

 £1.85 

 £0.39  

 £1.74  

 £1.50 

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The following information is relevant in the determination of the fair value of options granted during the year under the share-
based remuneration schemes operated by the Group: 

Model used 

Dividend yield (%) 

Risk-free interest rate (%) 

Expected life of share option (years) 

Share price (£) 

Share price volatility 

CEO Options LTIP – EPS tranche  LTIP – TSR tranche

Black-Scholes

Black-Scholes 

Monte-Carlo

2.63%

n/a 

n/a

3 years: 1.2% p.a.
4 years: 1.5% p.a.
5 years: 1.8% p.a.

3/4/5 years based 
on tranche of the 
award

£1.85

3 years: 31.8%
4 years: 31.1%
5 years: 32.0%

1.4% p.a. 

1.4% p.a.

3 years 

3 years

£1.74 

31.8% 

£1.74

31.8%

As historical data for the Group’s share price is not available, the Group has estimated the Company’s share price volatility as an 
average of the volatilities of its TSR comparator group over a historical period commensurate with the expected life of the award 
immediately prior to the date of the grant. 

For future valuations, at a date when sufficient Saga share price data becomes available, the Group intends to estimate the 
Company volatility directly from this data. 

The total amount charged to the income statement in the year ended 31 January 2015 is £41.8m. This has been charged to 
administrative and selling expenses (£1.0m) and exceptional expenses (£40.8m) (note 4b). 

The Group did not enter into any share-based payment transactions with parties other than employees and customers during 
the year. 

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33 Cash flow from operating activities 

Operating activities 
Profit before tax from continuing operations 

Loss before tax from discontinued operations 

(Loss)/profit before tax  

Depreciation and impairment of property, plant and equipment 

Amortisation and impairment of intangible assets 

Loss on disposal of property, plant and equipment 

Share-based payment expense 

Loss on re-measurement of disposal group held for sale 

Finance costs 

Finance income 

Share of post-tax profits of joint venture 

Interest income from investments 

Movement in reinsurance assets 

Movement in inventories 

Movement in trade and other receivables 

Movement in prepayments 

Movement in retirement benefit scheme obligations 

Movement in gross insurance contract liabilities 

Movement in provisions 

Movement in other liabilities  

Movement in trade and other payables 

Interest received 

Interest paid 

Debt issue costs 

Interest on finance lease agreements 

Income tax paid 

Net cash flows from operating activities 

Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

Note 

16 

14 

16 

32 

35 

6 

7 

5 

2015 
£’m 

113.8 

(222.4) 

(108.6) 

20.1 

22.1 

– 

41.8 

209.5 

35.1 

(2.9) 

(1.2) 

(13.9) 

(0.9) 

(0.5) 

15.8 

(4.3) 

(4.5) 

(23.6) 

(0.2) 

16.1 

(1.6) 

198.3 

8.9 

(19.7) 

(22.6) 

– 

(9.6) 

155.3 

2014
£’m

171.3

(22.1)

149.2

28.3

29.3

1.6

–

–

10.6

(0.1)

–

(12.7)

(18.2)

1.6

33.3

6.4

(4.5)

7.0

(0.2)

(7.5)

(5.6)

218.5

12.6

–

–

(0.1)

(56.9)

174.1

34 Commitments and contingencies 
a. Operating lease commitments — Group as lessee 
The Group has entered into commercial leases on certain land and buildings and plant and machinery. There are no restrictions 
placed upon the Group by entering into these leases. 

Future minimum rentals payable under non-cancellable operating leases as at 31 January are as follows: 

Within one year 

Between one and five years 

After five years 

Land and Buildings 

Plant and Machinery

2015
£’m

2.1

6.2

7.2

15.5

2014 
£’m 

3.8 

7.2 

15.9 

26.9 

2015 
£’m 

0.3 

1.8 

– 

2.1 

2014
£’m

0.5

0.3

–

0.8

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b. Finance lease and hire purchase commitments 
The Group has finance leases and hire purchase contracts for various items of plant and machinery. These leases have terms of 
renewal and no purchase options. Renewals are at the option of the specific entity that holds the lease. Future minimum lease 
payments under finance leases and hire purchase contracts together with the present values of the net minimum lease 
payments are as follows: 

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Within one year  

Between one and five years  

After five years  

Total minimum lease payments 

Less amounts representing finance charge  

Present value of minimum lease payments 

2015
£’m

0.1

0.1

–

0.2

–

0.2

2014
£’m

0.5

0.1

–

0.6

–

0.6

c. Commitments 
Capital amounts contracted for but not provided in the financial statements amounted to £nil (2014: £nil). 

On 28 January 2015, the Group announced its commitment to acquire Bennetts, the UK’s premier motorbike insurance 
specialist, from BGL Group Limited, for a total consideration of £26.3m. The acquisition is subject to FCA and other regulatory 
approvals and certain other contractual requirements and is required to be completed by 5 August 2015, although it is both 
parties’ intention to complete the purchase earlier than that. 

d. Contingent liabilities 
At 31 January 2015, the Group had secured £31.0m (2014: £nil) of financial bonds and other guarantees on a revolving credit 
facility provided to Saga Mid Co Limited. If these bonds were called, the facility would be treated as drawn and recognised as a 
liability on the Group’s balance sheet. The revolving credit facility is secured by a floating charge over the Group’s assets.  

The Association of British Travel Agents regulates the Group’s UK tour operating business and requires the Group to put 
in place bonds to provide customer protection. These bonds are included within the financial bonds described above. 

35 Discontinued operations and assets held for sale 
On 15 January 2015, the Group announced its decision to divest the local authority section of its Healthcare business, Allied 
Healthcare. As at 31 January 2015, the requirements of IFRS 5 were met and accordingly Allied Healthcare has been classified 
as a disposal group held for sale in the statement of financial position and as a discontinued operation in the income statement. 
The sale of the business is expected to be completed by 31 January 2016.  

The loss after tax in the income statement in respect of the discontinued operation is comprised as follows: 

(Loss)/profit after tax, before amortisation and impairment 

Amortisation of associated intangible assets 

Impairment of associated intangible assets 

Loss on re-measurement of disposal group to fair value 

The impact of the discontinued operation on the reported earnings per share was as follows: 

Basic and diluted earnings per share from discontinued operations 

2015
£’m

(0.3)

(10.4)
–

(209.5)

(220.2)

2015

(21.9p)

2014
£’m

0.3

(14.9)

(3.7)

–

(18.3)

2014

(2.4p)

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

35 Discontinued operations and assets held for sale continued 
a. Results of Allied Healthcare for the year 

Revenue 

Cost of sales 

Gross profit 
Administrative and selling expenses 

Trading EBITDA 
Depreciation 

Exceptional expenses 

Net finance expense on retirement benefit schemes 

Loss before tax 
Tax expense 

(Loss)/profit for the year from discontinued operations 

Attributable to: 

Equity holders of the parent 

Non-controlling interests 

2015 
£’m 

283.2 

(199.8) 

83.4 

(74.4) 

9.0 

(2.8) 

(8.4) 

(0.3) 

(2.5) 

2.2 

(0.3) 

(0.7) 

0.4 

(0.3) 

2014
£’m

313.8

(224.7)

89.1
(81.6)

7.5

(2.6)

(7.9)

(0.5)

(3.5)
3.8

0.3

(0.8)

1.1

0.3

The exceptional costs of £8.4m (2014: £7.9m) relate to an ongoing programme of restructuring within the business. 

b. Amortisation of associated intangible assets 
During the year, the Group charged amortisation on the intangible assets acquired with the Allied Healthcare business to the 
income statement totalling £10.4m (2014: £14.9m amortisation, £3.7m impairment). 

c. Loss on re-measurement 
The assets and liabilities of Allied Healthcare classified as held for sale as at 31 January 2015 are as follows: 

Assets 
Goodwill 

Intangible assets 

Property, plant and equipment 

Deferred tax assets 

Trade and other receivables 

Cash and short-term deposits 

Liabilities 
Trade and other payables 

Financial liabilities 

Deferred tax liabilities 

Retirement benefit scheme obligations 

Provisions 

Other liabilities 

Provision for loss/costs of disposal 

Net assets directly associated with disposal group 

Loss on re-measurement to fair value 

Fair value of disposal group 

Measurement 
to fair value

£’m

–

–

–

3.0

40.4

4.3

47.7

17.8

0.3

–

14.7

3.1

4.4

7.4

47.7

–

Book value 
£’m 

177.8 

19.9 

6.1 

5.4 

40.4 

4.3 

253.9 

17.8 

0.3 

4.1 

14.7 

3.1 

4.4 

– 

44.4 

209.5 

(209.5) 

– 

Following the classification of Allied Healthcare as a discontinued operation, a write-down of £209.5m was recognised on 
31 January 2015 to reduce the carrying amount of the net assets in the disposal group to £nil.  

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The fair value of the business was determined by considering the current asset and liability position, the future profit cash flows 
and associated capital investment set out within the five year plan for the business, the risks attaching to the various cash flows, 
and the expected costs of disposing of the business. In determining the fair value, reference was made to other market 
transactions, and standard valuation techniques were adopted. 

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Having determined the fair value of £nil, the write-down was allocated first to the non-current assets with a provision created 
of £7.4m for the costs of disposal and any associated loss.  

d. Net cash flows of Allied Healthcare during the year 

Operating 

Investing 

Financing 

Net cash inflow 

2015
£’m

3.6

(3.5)

–

0.1

2014
£’m

7.3

(2.8)

–

4.5

36 Subsidiaries 
The principal operating subsidiary undertakings of Saga plc, all of which are wholly owned, are listed below. All of the principal 
subsidiary undertakings of Saga plc are indirectly held by the Company, with the exception of Saga Mid Co Limited which is 
directly held. 

All subsidiaries are included in the consolidated financial statements. 

Name 

Saga Mid Co Limited 

Saga Leisure Limited 

Saga Group Limited 

Saga Services Limited 

Direct Choice Insurance Services Limited 

Acromas Financial Services Limited 

Acromas Holidays Limited 

Acromas Shipping Limited 

Destinology Limited 

Saga Publishing Limited 

MetroMail Limited 

CHMC Limited 

Acromas Insurance Company Limited 

Nestor Healthcare Group Limited 

Nestor Primecare Services Limited 

Allied Healthcare Group Holdings Limited 

Allied Healthcare Holdings Limited 

Allied Healthcare Group Limited 

Country of registration 

England 

England 

England 

England 

England 

England 

England 

England 

England 

England 

England 

England 

Gibraltar 

England 

England 

England 

England 

England 

Nature of business 

Holding company 

Holding company 

Holding company 

Financial services 

Insurance services 

Regulated investment products 

Tour operating 

Cruising 

Tour operating 

Publishing 

Mailing house 

Motor accident management 

Insurance underwriting 

Holding company 

Primary and social care 

Holding company 

Holding company 

Primary and social care 

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Notes to the consolidated  
Notes to the consolidated  
financial statements continued
financial statements continued 

37 Related party transactions 
The following table provides the total value of transactions with related parties during the year: 

Sales to the AA group 
Insurance underwriting related 

Non insurance underwriting related 

Purchases from the AA group 
Insurance underwriting related 

Non insurance underwriting related 

Reinsurance transactions with the AA group 
Reinsurance premium payments  

Reinsurance claims receipts 

Receipts from/(payments to) related parties  
Parent undertaking 

Related group undertaking 

2015 
£’m 

18.3 

2.7 

7.0 

0.3 

0.2 

0.2 

2014
£’m

52.7

10.4

14.8

0.8

0.8

0.3

774.9 

(4.1) 

814.7

(1,262.2)

On 26 June 2014, the Acromas group sold its entire shareholding in the AA group and the Group’s related party relationship 
ceased with it on that date. 

a. Other transactions during the year 
C N C Sherwood, a Non-Executive Director of Saga plc, is also a Partner of Permira Advisers, where he serves on the firm’s 
holding company board and investment committee. Mr Sherwood also serves as Non-Executive Director on the boards of a 
number of Permira’s investments and as a Non-Executive Director of Acromas Holdings Limited, the ultimate controlling party 
of Saga plc. The ultimate controlling parties of Acromas Holdings Limited include funds advised by Permira Advisers. 

Acromas Financial Services Limited, an indirectly held subsidiary of Saga plc, traded with Just Retirement Group plc during the 
year, acting as agent in respect of the latter’s care funding annuity and equity release products, earning commission and fixed 
contributions. Permira Advisers are the ultimate controlling party of Just Retirement Group plc.  

During the year ended 31 January 2015, Acromas Financial Services Limited earned commission and fixed contributions relating 
to Just Retirement Group plc’s care funding and equity release products of £1.3m. As at 31 January 2015, amounts invoiced 
and owed to Acromas Financial Services Limited by Just Retirement Group plc were £0.4m.  

In January 2015, Acromas Financial Services Limited entered in to a joint venture with Tilney Bestinvest to provide investment 
products to Saga’s customers. Permira Advisers are the ultimate controlling party of Tilney Bestinvest. During the year ended 
31 January 2015, no commission or revenue was received by Acromas Financial Services Limited from Tilney Bestinvest. As 
at 31 January 2015, amounts invoiced and owed to Acromas Financial Services Limited by Tilney Bestinvest were £nil.  

G Williams, an independent Non-Executive Director of Saga plc, serves on the board of WNS (Holdings) Limited, a company 
which Acromas Insurance Company Limited, an indirectly held subsidiary of Saga plc, traded with during the year. WNS 
(Holdings) Limited provides claims handling management services to Acromas Insurance Company Limited and during the year 
ended 31 January 2015 earned fees of £5.8m (2014: £6.0m); further payments to WNS (Holdings) Limited in respect of repair 
costs on claims handled by them totalled £41.9m (2014: £45.5m). As at 31 January 2015, amounts owing to WNS (Holdings) 
Limited for fees and repair costs were £3.7m (2014: £2.6m). 

38 Ultimate parent undertaking 
The immediate parent undertaking is Acromas Bid Co Limited, a company which is registered in England and Wales. 

The financial statements of the Company are consolidated in the group financial statements of Acromas Holdings Limited 
(the ultimate parent undertaking), which is registered in England and Wales. 

39 Ultimate controlling party 
The Directors considers the ultimate controlling party to be funds advised by Charterhouse General Partners, CVC Capital 
Partners and Permira Advisers acting in concert. 

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Company financial statements 
Company financial statements  
of Saga plc 
of Saga plc  
Balance sheet
Balance sheet 

31 January 
2015
£’m

Note 

Fixed assets 
Investment in subsidiaries 

Current assets 
Debtors 

Creditors – amounts falling due within one year 

Net current liabilities 

Net assets 

Capital and reserves 
Called up share capital 

Share premium account 

Profit and loss reserve 

Other reserves 

Shareholders’ funds 

2 

3 

4 

5 

6 

6 

6 

The notes on pages 170-173 form an integral part of these financial statements. 

Signed for and on behalf of the Board on 29 April 2015 by 

L H L Batchelor 
Group Chief Executive Officer 

S M Howard 
Group Chief Financial Officer 

2 May
2014
£’m

3,539.6

3,539.6

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–

–

–

2,099.2

2,099.2

0.2

0.2

33.8

(33.6)

2,065.6

3,539.6

11.1

519.4

1,494.3

40.8

2,065.6

8.0

–

3,531.6

–

3,539.6

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Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Notes to the Company 
Notes to the Company  
financial statements
financial statements 

1 Accounting policies  
a. Accounting convention 
The financial statements are prepared under the historical cost convention and in accordance with applicable accounting 
standards as defined in section 464 of the Companies Act 2006.  

The Company has not presented its own profit and loss account as permitted by section 408(3) of the Companies Act 2006. 
The loss included in the financial statements of the Company, determined in accordance with the Act, was £768.8m.  

The Company has taken advantage of the exemption contained in FRS 8 ‘Related Party Disclosures’ and has not reported 
transactions with fellow Group undertakings. 

Investments in subsidiaries are accounted for at the lower of cost and net realisable value and are reviewed for impairment 
when events or changes in circumstances indicate the carrying value may not be recoverable. 

b. Cash flow statement 
The Directors have taken advantage of the exemption available under FRS 1 ‘Cash Flow Statements’ from the requirement 
to prepare a cash flow statement as a consolidated cash flow statement has been presented in the consolidated financial 
statements of the Group.  

c. Investments 
Investments in Group undertakings are stated at the lower of cost and net realisable value. 

d. Deferred tax 
Deferred tax is recognised in respect of all timing differences that have originated but not reversed at the balance sheet date 
where transactions or events have occurred at that date that will result in an obligation to pay more, or right to pay less or to 
receive more, tax. Deferred tax is measured on a non-discounted basis at the tax rates that are expected to apply in the years 
in which timing differences reverse, based on tax rates and laws enacted or substantively enacted at the balance sheet date. 
Deferred tax assets are recognised only to the extent that the Directors consider it is more likely than not that there will be 
suitable taxable profits from which the underlying timing differences can be deducted. 

e. Share-based payments 
The Company provides benefits to employees (including Directors) of Saga plc and its subsidiary undertakings, in the form of 
share-based payment transactions, whereby employees render services as consideration for equity instruments (‘equity-settled 
transactions’). The cost of equity-settled transactions is measured by reference to the fair value on the grant date and is 
recognised as an expense over the relevant vesting period, ending on the date on which the employee becomes fully entitled 
to the award.  

Fair values of share-based payment transactions are calculated using Black-Scholes modelling techniques. In valuing equity-
settled transactions, assessment is made of any vesting conditions to categorise these into market performance conditions, 
non-market performance conditions and service conditions. 

Where the equity-settled transactions have market performance conditions (that is, performance which is directly or indirectly 
linked to the share price), the fair value of the award is assessed at the time of grant and is not changed, regardless of the actual 
level of vesting achieved, except where the employee ceases to be employed prior to the vesting date. 

For service conditions and non-market performance conditions, the fair value of the award is assessed at the time of grant and 
is reassessed at each reporting date to reflect updated expectations for the level of vesting. No expense is recognised for 
awards that ultimately do not vest. 

At each reporting date prior to vesting, the cumulative expense is calculated, representing the extent to which the vesting period 
has expired and, in the case of non-market conditions, the best estimate of the number of equity instruments that will ultimately 
vest or, in the case of instruments subject to market conditions, the fair value on grant adjusted only for leavers. The movement 
in the cumulative expense since the previous reporting date is recognised in the Profit and loss account, with the corresponding 
increase in share-based payments reserve. 

Upon vesting of an equity instrument, the cumulative cost in the share-based payments reserve is reclassified to reserves. 

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Annual report and accounts 2015

Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
2 Investment in subsidiaries 

Cost: 

Additions 

At 2 May 2014 

Additions 

Capital contributions arising from share-based payments 

At 31 January 

Amounts provided for: 

Amounts provided in the period 

At 31 January 

Net book value: 

At 31 January 2015 

At 2 May 2014 

£’m

3,539.6

3,539.6

544.8

41.2

4,125.6

2,026.4

2,026.4

2,099.2

3,539.6

On 4 March 2014, the Company acquired a 100% holding in the shares of Saga Mid Co Limited for a total cost of £3,539.6m 
via a share-for-share exchange. In settlement of this transaction, the Company issued two shares with a nominal value of £1 
each to Acromas Bid Co Limited.  

Following the Company’s admission to the London Stock Exchange, on 29 May 2014, the Company invested a further £544.8m 
in Saga Mid Co Limited to facilitate the repayment of £550.0m of the Saga Group’s bank debt. 

a. Impairment 
As part of the corporate restructuring (see note 30 to the consolidated financial statements), Saga plc’s immediate subsidiary 
undertaking, Saga Mid Co Limited, made a £2,063.0m distribution to Saga plc’s immediate parent undertaking, Acromas Bid 
Co Limited. This distribution led to a reduction in the net assets of Saga Mid Co Limited resulting in an impairment of Saga plc’s 
investment in Saga Mid Co Limited of £2,026.4m. 

3 Debtors 

Deferred tax asset 

Other debtors 

All amounts above are due in less than one year. 

4 Creditors – amounts falling due in less than one year 

Amounts owed to group undertakings 

Other creditors 

31 January 
2015
£’m
0.1

0.1

0.2

31 January 
2015
£’m
31.1

2.7

33.8

2 May
2014
£’m
–

–

–

2 May
2014
£’m
–

–

–

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Additional informationFinancial statementsGovernancePerformanceStrategyOverviewSaga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
5 Called up share capital 

Allotted, called up and fully paid 

On incorporation – 5 December 2013 

Issue of shares – 4 March 2014 

Bonus issue allotment – 1 May 2014 

Sub-division of shares – 1 May 2014 

Sub-division of shares – 1 May 2014 

As at 2 May 2014 

Issue of share capital on flotation 

As at 31 January 2015 

Notes to the Company 
Notes to the Company  
financial statements continued
financial statements continued 

 Ordinary shares
 Number 

Nominal value 
£  

Nominal value 
£ 

1

2

7,999,997

8,000,000

(8,000,000)

800,000,000

800,000,000

310,705,405

1,110,705,405

1.00 

1.00 

1.00 

1.00 

1.00 

 –  

 –  

 –  

 –  

0.01 

0.01 

0.01 

0.01 

Value
£’m

–

–

8.0

8.0

(8.0)

8.0

8.0

3.1

11.1

On incorporation, 5 December 2013, the Company issued a single share with a nominal value of £1 to its parent company, 
Acromas Bid Co Limited. The amount due was settled through an intercompany receivable. 

On 4 March 2014, the Company issued to its parent company, Acromas Bid Co Limited, two ordinary shares with a 
nominal value of £1 each as payment for its acquisition of Saga Mid Co Limited. The share premium arising on this 
transaction was £3,539.6m. 

On 1 May 2014, the Company capitalised £7,999,997 from its share premium account and issued 7,999,997 ordinary shares of 
£1 each by way of a bonus issue. The issued share capital of 8,000,000 ordinary shares of £1 each was then sub-divided into 
800,000,000 ordinary shares of £0.01 each. This removed all of the existing share premium account. 

On 29 May 2014, Saga plc was admitted to the London Stock Exchange, issuing 310,705,405 £0.01 shares, raising £550m 
of funds to clear existing bank debt (note 28 to the consolidated financial statements). The share premium arising on this 
transaction was £547.0m. 

6 Reconciliation of movements in shareholders’ funds 

Ordinary shares issued on incorporation – 5 December 
2013 

Share premium on issue of ordinary shares issued 
on 4 March 2014  

Bonus issue of ordinary shares on 1 May 2014  

Capital reduction of ordinary shares on 1 May 2014 

At 2 May 2014 

Issue of share capital on flotation 

Costs associated with issue of share capital 

Issue of treasury shares 

Loss for the period 

Dividends paid 

Share-based payment charge 

Exercise of share options 

At 31 January 2015 

Called up share 
capital
£’m

Share premium 
account
£’m

Profit and loss 
reserve
£’m

Share-based 
payment reserve 

Total shareholders’ 
funds
£’m

–

–

8.0

–

8.0

3.0

–

0.1

–

–

–

–

–

3,539.6

(8.0)

(3,531.6)

–

547.0

(27.6)

–

–

–

–

–

–

–

–

3,531.6

3,531.6

–

–

–

(768.8)

(1,269.5)

–

1.0

11.1

519.4

1,494.3

– 

– 

– 

– 

– 

– 

– 

– 

– 

– 

41.8 

(1.0) 

40.8 

–

3,539.6

–

–

3,539.6

550.0

(27.6)

0.1

(768.8)

(1,269.5)

41.8

–

2,065.6

The issues of ordinary shares on 5 December 2013 and 4 March 2014, and the bonus issue of shares on 1 May 2014 are 
discussed in note 5. 

On 1 May 2014, the Company capitalised £7,999,997 from its share premium account and issued 7,999,997 ordinary shares 
of £1 each by way of a bonus issue. The remaining share premium account was cancelled through a capital reduction for the 
purpose of creating distributable profit and loss reserves. As a result the entire profit and loss reserve at the balance sheet date 
is distributable. 

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Saga plcAnnual report and accounts  for the year ending 31 January 2015 
 
 
 
 
 
 
 
 
 
 
  
 
 
7 Ultimate parent undertaking 
The immediate parent undertaking is Acromas Bid Co Limited, a company which is registered in England and Wales. 

The financial statements of the Company are consolidated in the group financial statements of Acromas Holdings Limited 
(the ultimate parent undertaking), which is registered in England and Wales. 

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8 Ultimate controlling party 
The Directors consider the ultimate controlling party to be funds advised by Charterhouse General Partners, CVC Capital 
Partners and Permira Advisers acting in concert. 

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Financial calendar
2015 Annual General Meeting – 23 June 2015

Dividend dates 
Announcement date – 30 April 2015
Ex-dividend date – 4 June 2015 
Record date – 5 June 2015 
Payment date – 30 June 2015

Shareholder information online 
Saga plc is able to notify shareholders when shareholder 
information is made available on the website. A letter or 
email will be sent to you when information such as the 
company’s interim and full year results are on the website 
and you will then be able to read and print these documents 
at your own convenience. The method of communication 
is dependent upon your chosen communication 
preference and by registering on the Saga Shareholder 
Services Portal www.sagashareholder.co.uk, which is 
provided by the Company’s registrars, Capita Asset Services, 
you can change this preference. In order to register on the 
shareholder portal you require your 11-digit investor code, 
which is shown on your share certificate or nominee statement. 
The Saga Shareholder Services Portal allows you to easily 
and securely manage your shares and by providing your 
bank account details dividends can be paid directly to 
your account.

Shareholder fraud 
Shareholders are advised to be wary of any unsolicited 
advice or offers, whether over the telephone, through the 
post or by email. If any such unsolicited communication is 
received please check the company or person contacting 
you is properly authorised by the Financial Conduct Authority 
(‘FCA’) before getting involved. Fraudsters use persuasive 
and high-pressure tactics to lure investors into scams. 
They may offer to sell shares that turn out to be worthless or 
non-existent, or to buy shares at an inflated price in return for 
an upfront payment. While high profits are promised, if you 
buy or sell shares in this way you may potentially lose your 
money. 5,000 people contact the FCA about share fraud each 
year, with victims losing an average of £20,000. For more 
information, or if you are approached by fraudsters, please 
visit the FCA website www.fca.org.uk/consumers/scams, 
where you can report and find out more about investment 
scams. You can also call the FCA Consumer Helpline on 
0800 111 6768. If you have already paid money to share 
fraudsters you should contact Action Fraud on 0300 123 2040. 

Shareholder information

Advisers 
Corporate brokers and financial advisers
Bank of America Merrill Lynch  
2 King Edward Street  
London EC1A 1HQ 

Goldman Sachs  
Peterborough Court  
133 Fleet Street  
London EC4A 2BB

Media relations advisers
FTI Consulting  
200 Aldersgate  
Aldersgate Street  
London EC1A 4HD

Independent auditors
Ernst & Young LLP  
1 More London Riverside  
London SE1 2AF 

Legal advisers
Freshfields Bruckhaus Deringer LLP  
65 Fleet Street 
London EC4Y 1HT 

Information for investors 
Information for investors is provided on the internet as part  
of the Group’s corporate website which can be found at  
http://corporate.saga.co.uk/

Investor enquiries 
Enquiries can be directed via our website or by contacting:

Tel: Freephone 0800 015 5429 
Email: enquiries@sagashareholder.co.uk

Registrars 
Capita Asset Services  
The Registry  
34 Beckenham Road  
Beckenham 
Kent BR3 4TU

www.capitaassetservices.com/contact-us.cshtml 

Tel: 0871 664 0300 (calls cost 10p per minute plus network 
extras). From outside the UK: +44 (0) 208 639 3399. 
Lines are open 9.00am to 5.30pm UK time, Monday to Friday. 

Registered office
Saga Plc
Enbrook Park
Sandgate
Folkestone
Kent CT20 3SE

Corporate websites 
Information made available on the Group’s websites does not, 
and is not intended to, form part of these Results. 

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ABC1 households social grading based on a system of 
demographic classification used in the UK, as defined by 
Experian Mosaic data

Accident year the financial year in which an insurance 
loss occurs

Active customer a customer that has purchased an 
insurance policy in the last twelve months, or a holiday in the 
last three years, or has a live personal finance product or 
Saga Magazine subscription

Add-on an insurance policy that is actively marketed and sold 
as an addition to a core policy 

AGM Annual General Meeting

AICL Acromas Insurance Co Limited

Available operating cash flow net cash flow from operating 
activities after capital expenditure but before tax and interest 
paid and exceptional expenses, which is available to be used 
by the Group as it chooses and is not subject to regulatory 
restriction

Average number of products held the average number of 
Saga products held by each active customer as at a certain 
date. Active customers include those customers who hold an 
insurance product, have taken a holiday in the last three years 
or have a live personal finance or Saga Magazine product

Board Saga plc Board of Directors

Claims frequency the number of claims incurred divided by 
the number of policies earned in a given period

Claims reserves accounting provisions that have been set 
to meet outstanding insurance claims, IBNR and associated 
claims handling costs

Code the UK Corporate Governance Code published by the 
UK Financial Reporting Council from time to time setting out 
guidance in the form of principles and provisions to address 
the principal aspects of corporate governance

Combined operating ratio the ratio of the claims costs 
and expenses incurred in selling and administering insurance 
underwritten (numerator) to the net earned premium 
(denominator) in a given period. Can otherwise be calculated 
as the sum of the loss ratio and expense ratio

Companies Act the UK Companies Act 2006, as amended 
from time to time

Company Saga plc

Contactable households the number of households that 
are recorded on the proprietary Group Marketing Database, 
with a household being defined as a single person or couple 
living at the same address

Contactable people the number of people that are recorded 
on the Group’s proprietary marketing database that have not 
opted out of all marketing preferences

Continuing operations operations that are not classified as 
discontinued

Core policy an insurance policy that is actively marketed and 
sold on its own

DBP Deferred Annual Bonus Plan

Discontinued operations operations divested or those that 
have been classified as held for sale whose trading activities 
relate to a separate line of business or geographical area

DTR (Disclosure Rules and Transparency Rules) rules 
published by the UK Financial Conduct Authority relating to 
the disclosure of information by a company listed in the UK

Earned premium insurance premiums that are recognised 
in the income statement over the period of cover to which 
the premiums relate, deferred on a 365ths basis

Earnings per share from continuing operations (basic) 
profit after tax from continuing operations attributable to 
ordinary shareholders divided by the weighted average 
number of ordinary shares outstanding during the period

Expense ratio the ratio of expenses incurred in selling and 
administering insurance underwritten (numerator) to the net 
earned premium (denominator) in a given period

Financial Conduct Authority (FCA) the independent UK 
body that regulates the financial services industry, which 
includes general insurance

FTE (Full Time Equivalent) the number of full-time and 
part-time employees expressed as an equivalent number 
of full-time employees

GHG Protocol a global standard for how to measure, 
manage, and report greenhouse gas emissions

Gross revenue statutory accounting revenue plus any net 
premiums paid to third party insurers who underwrite 
insurance sold by the Group

Gross written premiums the total premium charged to 
customers for an insurance product, excluding Insurance 
Premium Tax but before the deduction of any outward 
reinsurance premiums, measured with reference to the 
cover start date of the policy

Group the Saga plc group

Holidays passengers the number of passengers that 
have travelled on a Saga, Titan or Destinology holiday in 
a given period

IASB International Accounting Standards Board

IBNR (incurred but not reported) a claims reserve 
provided to meet the estimated cost of claims that have 
occured, but have not yet been reported to the insurer

IFRS International Financial Reporting Standards 

IPO (Initial Public Offering) the first sale of shares by 
a previously unlisted company to investors on a securities 
exchange

Leverage ratio the ratio of net debt to Trading EBITDA

LIBOR London inter-bank offered rate

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Like-for-like profit before tax profit from continuing 
operations shown before tax, one-off costs associated with 
the IPO and the issuance of the Group’s own debt facilities, 
interest and service costs associated with this debt for which 
there is no comparative cost, and net fair value gains and 
losses on derivatives

Liquidated damages payments received in respect of the 
early termination of management and franchise contracts, 
where applicable

Load factor in relation to cruise ships, the number of 
passenger days travelled divided by the maximum number of 
passenger days that could be travelled, in a given period

Policies sold the number of core and add-on insurance 
policies sold to customers in a given period, measured by 
reference to the cover start date of the policy

PPO (Periodical payment order) claims payments as 
awarded under the Courts Act 2003. PPOs are used to settle 
large personal injury claims, and they generally provide 
claimants who require long-term care with a lump sum award 
plus inflation-linked annual payments

Pro forma Operating EPS operating EPS that has been 
adjusted for pro forma interest charges, plc costs and 
underlying adjustments to allow a like-for-like comparison 
between periods

Loss ratio a ratio of the claims costs (numerator) to the net 
earned premium (denominator) in a given period

RDR 1 and RDR 2 residence, domicile and the remittance 
basis UK tax rules

LR (Listing Rules) a set of mandatory regulations set from 
time to time by the UK Financial Conduct Authority and 
applicable to a company listed in the UK

Reinsurance contractual arrangements where an insurer 
transfers part or all of the insurance risk written to another 
insurer, in exchange for a share of the customer premium

LTIP Long-Term Incentive Plan

Malus an arrangement that permits the forfeiture of unvested 
remuneration awards, in circumstances the Company 
considers appropriate

M&A Mergers and Acquisitions

Net claims the cost of claims incurred in the period less any 
claims costs recovered under reinsurance contracts and after 
the release of any claims reserves

Net debt bank debt and borrowings, excluding any overdrafts 
held by restricted trading subsidiaries, net of available cash

Net earned premium earned premium net of any outward 
earned reinsurance premium paid

Net interest expense finance costs less finance income

Ogden discount rate the discount rate set by the relevant 
government bodies, the Lord Chancellor and Scottish 
Ministers, and used to calculate lump sum awards in bodily 
injury cases

Operating EPS (earnings per share) earnings per share 
that is presented to exclude items which are not considered 
to be part of the Group’s operating performance. This is 
achieved by removing the impact of non-recurring exceptional 
items, and by measuring prior to net fair value gains and 
losses on derivatives not designated as hedges under IAS 39 
as these movements arise and reverse across financial 
periods and are not representative of the actual effectiveness 
of the Group’s economic hedging activities

Operating profit profit before interest payable, tax, 
exceptional expenses and fair value gains and losses on 
derivative financial instruments

PBT profit before tax

PMI Private Medical Insurance

RMM (required minimum margin) a measure used to 
assess the minimum level of solvency capital an insurance 
underwriter must retain

RPI Retail Price Index

Ship passenger days the total number of days passengers 
have travelled on a ship, or ships, in a given period

SIP Share Incentive Plan

Solvency capital/Solvency II insurance regulations 
designed to harmonise European Union insurance regulation. 
Primarily this concerns the amount of capital that European 
insurance companies must hold under a measure of capital 
and risk. Solvency II is due to become effective from 
1 January 2016

TBI Tilney Bestinvest

tCO2e Tonnes of carbon dioxide equivalent, which is a 
measure that allows comparison of the emissions of other 
greenhouse gases relative to one unit of CO2
Trading EBITDA earnings before interest payable, tax, 
depreciation and amortisation, exceptional expenses and 
fair value gains and losses on derivative financial instruments

TSR (Total Shareholder Return) the theoretical growth 
in value of a shareholding over a period, by reference to 
the beginning and ending share price, and assuming that 
dividends, including special dividends, are reinvested to 
purchase additional units of the equity

Underlying adjustment an adjustment made to the income 
statement of a prior accounting period to remove the effect of 
material one-off transactions that are not indicative of normal 
and continuing trading activities or that would have been 
recognised in different accounting periods with hindsight 

Unearned premium an amount of insurance premium that 
has been written but not yet earned

UW underwriting

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Saga plc
Enbrook Park
Sandgate
Folkestone
Kent 
CT20 3SE